The whisky brand, marketed by First Drinks, will also be sponsor of a one off special programme When Piers met Lord Sugar. The latest series of The Apprentice, featuring Sir Alan Sugar, starts this week on BBC1.
The sponsorship package was negotiated by ITV Commercial and John Ayling and Associates on behalf of Grant’s Whisky and includes broadcast and online sponsorship. The sponsorship creative will be produced by Fin.
James Stocker, marketing controller for Grant’s, says: “The sponsorship will enable us to reach a massive audience, including a very high proportion of Grant’s core target consumers and the Life Stories theme fits perfectly with the brand’s own rich heritage and story of its success to date”.
First Drinks appointed former Kimberly Clark marketer Una McCullough as its new marketing director last month.
McCullough replaced Katie Rawll, who recently left to become global brand director for Scotch whisky brand Glenfiddich.