The Leith Agency has created a &£1.6m press campaign for The Bailie Nicol Jarvie (BNJ) whisky brand, owned by distiller Glenmorangie. This is the company’s first significant spend behind its blended malt whisky brand in more than a decade and its first serious attempt to challenge market leaders such as Diageo-owned Bell’s and Edrington Group’s The Famous Grouse brand. The new press ad campaign will use the strapline ‘Give it two fingers’ and will talk about its ‘highest’ malt content. The company has traditionally invested in only its single malt brands Ardbeg, Glenmorangie and Glen Moray. Glenmorangie has formed a partnership with Bacardi-Martini to distribute BNJ in the UK. The Macdonald Family & Trust, which owns over 50 per cent of the company, recently announced its intention to sell its entire shareholding.