Bell’s whisky has partnered with pub chain Marston’s to launch the ‘Barrel of Laughs’ campaign, as part of a fundraising effort for Help for Heroes.
The campaign will see comedians and famous faces take on a one-off challenge to roll a barrel of Bell’s whisky throughout the UK, from the Blair Athol distillery to the Help for Heroes flagship recovery centre, Tedworth House, in Wiltshire. The activity will take place from 23rd to 30th March and is supported by a substantial marketing spend.
As part of the partnership, Bell’s will be hosting mini pop-up comedy gigs in Marston’s pubs along the route. The campaign will be supported in the off-trade with a promotion on 70cl bottles of Bell’s whisky during the activity period. Bell’s are encouraging independent retailers along the route to secure secondary display in store to create heightened visibility for the activity, and to get involved in fundraising.
Bell’s is extremely honoured to be working alongside Help for Heroes, said Brand Manager Lauren Wahlhaus. She added: “We really hope that the activity surrounding the ‘Barrel of Laughs’ campaign will help tap into people’s social consciousness and give them the opportunity to stand for something, as well as helping support those Help for Heroes veterans who live and breathe strength of character.”
Bell’s first partnered with Help for Heroes in 2012 with the launch of the limited edition ‘Bell’s for Help for Heroes’ bottle, with 10p from the sale of every bottle going to the £1m fundraising target. The ‘Barrel of Laughs’ campaign marks the fourth year of collaboration. The partnership has so far raised well over £1m for the charity.
