French campaign budget up 30%

18 May, 2007

The French wines generic campaign will get a boost of 30 per cent over the next three years.

Viniflhor, which is responsible for marketing French wines on key export markets, has also selected Sopexa UK to represent it in the UK market, following a three-way pitch in March.

Georges-Pierre Malpel, director of Viniflhor, said: "We selected Sopexa as the agency demonstrated a profound understanding of the UK market, and delivered a creative proposal which addressed our brief. We are confident that the next three years will be an exciting time for French wines in this important market and have decided to dedicate a budget some 30 per cent greater than in previous years to help increase our share of voice."

The new French wines push, rolling out over three years, is made up of three strands of communication. A cheese and wine showcase in 180 Waitrose stores has kicked off the campaign . French wines will be exclusive sponsor of the "F-Word" area at food festival Taste of London from June 21 to 24, and it will also sponsor the wine theatres at Taste festivals in Bath and Birmingham. As well, Absolutely Cracking Wines of France, the press tasting, will be held in September for the fifth time.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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