Pernod Ricard UK is launching a new £2m St Patrick’s Day-themed ad campaign for its Jameson brand.

Focusing on Jameson, Ginger & Lime, the campaign will be activated across TV, digital and experiential platforms, and in the on and off-trade channels.

The TV campaign will run throughout March across ITV, Sky Sports and Channel 4, while Jameson, Ginger & Lime ready-to-drink cans will handed out as samples to consumers across six UK cities

Pernod Ricard UK head of marketing Chris Richards said: “St. Patrick’s Day is the second biggest occasion for Irish Whiskey growing year-on-year and falls on a busy weekend, the final weekend of the Six Nations rugby tournament.

“This year, we’re supporting St. Patrick’s Day with our biggest ever media and in-store support plan and encourage retailers to maximise the opportunity as an in-store occasion to reap the benefits from one of the UK’s most exciting and growing categories.”