Hardys backs C4 show and iPhone app

03 September, 2010

Hardys is returning to TV screens with a new wave of ads around Channel 4 show Come Dine With Me.

The top-selling Australian wine is capitalising on its continued sponsorship with a raft of activity including promotions, sampling and the launch of an iPhone app.

New break-bumpers will appear around the show from next week, backed by ads on supermarket in-store radio stations, shelf barkers and stand-alone branded units.

To boost sales in cash and carrys, money-off coupons and prize draws will be promoted in depots from next month. Hardys is also backing Channel 4ís first iPhone app, which has been developed around the show.

The app is designed for viewers to recreate the Come Dine With Me dinner party experience at home and contains recipe and menu-planning ideas, and technology that enables users to score the food in the same way as contestants on the programme.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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