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

wine

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."




Bookmark this


Site Search

COMMENT

The limitations of Instawines

Picture the scene. You put your key in the keyhole, shove the door with your shoulder, drop your bags and look down. There, beaming up at you, is some relative or friend’s smug postcard with sandy beaches, Piña Coladas and palm trees (or, these days, an in nity pool and a detox smoothie) with a literal or metaphorical “wish you were here” written large.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter