The activity aims to inspire shoppers to buy spirits in the run up to the Easter long weekend, when 90% of people plan to spend time with friends and family at home, according to Diageo.
The campaign will run in stores nationwide, with an initiative offering consumers the chance to win a £50 voucher when they buy any 1 litre bottle of Baileys or Baileys Flavours, Gordon’s gin, Smirnoff vodka or Bell’s.
Laura Pearce, shopper marketing manager at Diageo GB, said: “Easter is a key period for spirits sales and this year’s Perfect Easter, Perfect Choice activity brings together category, retailer and brand investment to create occasionality and drive shoppers into stores.
“The campaign offers added value and will drive awareness and excitement around spirits for the Easter occasion. As a result, we expect to see added sales uplift across the brands involved.”
Baileys, which features heavily in the campaign, has its second largest sales spike during the Easter period.