Glenfiddich is reaching out this spring and fall to recruit new single-malt drinkers with its biggest Canadian campaign in years.

The media buy, the details of which are still being ironed out, is bigger than even pre-recession levels, says Lindsay Prociw, senior brand manager, Glenfiddich.

‘The single malt category is not a large above-the-line advertiser traditionally,’ she says. ‘The campaign really is to start driving awareness, both in terms of education for consumers on the category itself and also for Glenfiddich. It’s a premium brand and we’re going to be working a lot harder to communicate why it’s the world’s most awarded single malt.’

Jungle Media is handling the Canadian media buy, which will focus on print, online and OOH. Though still in the works, the plan will include ads in Sharp magazine, which appeals to the brand’s recruitment target of 30- to 45-year-old men.

The first wave of the campaign will come out in May and run through June up to Father’s Day. The second wave will be in the fall, when people generally switch from beer and cocktails to drinks such as a whisky. The ads will appear in September and October, the latter being whisky month.

The global creative came from Leagas Delaney in London, England, and it features a Canadian touch, with one of the three ads showing two friends standing high in the Kananaskis Mountains in Alberta. The other creative features men on a boat, and both feature the tag line ‘One Day You Will.’ A third piece showcases the product on its own.

The ‘One Day You Will’ campaign is an attempt to embrace the pioneering spirit of Glenfiddich, which was the first exporter of single malt outside of Scotland, Prociw says.

Glenfiddich is distributed by Oakville-based Peter Mielzynski Agencies.