Hardys back on TV with 'biggest ever' campaign

05 September, 2008

Hardys will be back on TV this autumn with the second wave of the campaign it says is the biggest ever UK marketing spend on a wine brand.

TV ads will run from Sept 17-Oct 14 and will mainly focus on Nottage Hill. Hardys is also sponsoring all 15-plus rated films on Sky Box Office, advertising on the Sky Box Office website and sponsoring DVD rental service Love film.

The brand has also promised below-the-line support for key trade channels and customers.

Brand owner Constellation Europe said Hardys' first burst of TV advertising earlier this year worked well, strengthening the brand's image

for its target audience of "regular


drinkers" - a group identified in Constellation's Wine Nation consumer research project.

Constellation's Clare Griffiths said: "The second phase of our advertising campaign will reassure consumers of the brand's number -one status in a very fragmented category. To maximise this opportunity, retailers should stock up and feature Hardys prominently, particularly Nottage Hill, to encourage consumers to trade up."

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