The “Perfect Easter, Perfect Choice” promotion will use in-store cross-category promotions alongside front-of-store and online advertising.
TV media will feature in 80 stores and communications will be placed on trolleys in 380 stores.
Front of store pallets and outdoor media featuring the point-of-sale creative will be used to increase shopper engagement and drive volume sales.
Consumers will have the chance to win a £50 voucher when they buy any one litre bottle of Baileys, Gordon’s, Smirnoff or Bell’s to directly encourage sales.
Baileys will feature heavily in the campaign as it traditionally enjoys its second-largest sales spike of the year over Easter.
Laura Pearce, shopper marketing manager at Diageo GB, says: “This years ’Perfect Easter, Perfect Choice’ activity brings together category, retailer and brand investments to create occasionality and drive shoppers into stores.”