Buchanan’s campaign will help feed families, inspire togetherness through a sweepstake with longtime brand partner, J Balvin, and support local bartenders
Buchanan’s Blended Scotch Whisky is kicking off the holiday season by spreading the spirit of togetherness through the arrival of its new national marketing campaign, ‘Life is Better Shared.
Whether over an intimate glass of whisky or a shared meal with friends and family, the new integrated campaign reminds people of what’s most important– the energy, community and greatness evoked when we enjoy each other’s company.
During these unprecedented times when many people can’t come together, Buchanan’s is committed to supporting its community when they need it most. Through three key initiatives, the campaign will help feed families, inspire togetherness through a sweepstake with global superstar and longtime brand partner, J Balvin, and support local bartenders.
Created by Anomaly New York, the new work honours the legacy of founder James Buchanan, who believed in the power of sharing. He created a smooth Scotch whisky made to be enjoyed by all.
“Through the ‘Life is Better Shared’ campaign, we want to remind people of the incredible feeling of togetherness when we gather for a meal over a glass of Buchanan’s. As a brand rooted in community, we are proud to give those in need the opportunity to experience a warm meal with family at a time when people need it most,” says Tara King, Buchanan’s Senior Brand Manager.
To kick-off, Buchanan’s is working with World Central Kitchen, a non-profit that uses the power of food to heal communities and strengthen economies during times of crisis and beyond, to share 40,000 meals with the hardest-hit communities this holiday season, particularly the Hispanic community that has been disproportionately impacted by the pandemic in New York City, New Jersey, South Florida, Texas, and Los Angeles.
Together, Buchanan’s and J Balvin will also remind people that although things may look a little different this year, there is still a reason to embrace the festive season and spread joy. Beginning 27 October through 30 November US residents 21+ will have a chance to win a holiday dinner for their families and share a virtual toast with J Balvin.
To enter the sweepstake, consumers can visit Buchanan’s website or follow @buchananswhisky to learn more. To remind people how special it is to share a meal with those you love, Balvin has also created a 30-second video giving a behind-the-scenes look into an intimate dinner at his home, showcasing the intimate moments and rituals that take place when gathered around the table with Buchanan’s.
“This year has taught me how important it is to cherish the time you spend with loved ones, and the Buchanan’s ‘Life is Better Shared’ campaign reminds us to appreciate the big and small moments we share with each other. To me, life has always been about coming together and bringing out the best in each other,” says J Balvin.
As a way to continue fostering shared moments together, the brand is also partnering with Sourced Craft Cocktails to offer limited-time-only Buchanan’s cocktail kits created and hand-delivered by local bartenders to enjoy responsibly at home. Not only will people have the opportunity to enjoy a whisky cocktail with family and friends, but they’ll be supporting their local bartender community whilst doing so.