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 4’s 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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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 – which makes it especially galling that we spend so much time divided over it.

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