Accolade Wines is unveiling a new marketing campaign for its New Zealand wine brand Mud House.
“Whatever your adventure, come home to Mud House” aims to bring a sense of the New Zealand spirit to the UK, according to the producer.
The campaign, which will run from May to October 2019, targets consumers who “look for adventure in their every day” and it will run across experiential, print advertising, social media and in-store POS.
The campaign launches off the back of a successful growth period for the Mud House brand.
Marketing director at Accolade Wines, David White, said: “New Zealand wines are seeing year-on-year growth of 7% and Mud House has seen 37.6% value growth in the market over the same period. This campaign will help to drive further growth for the brand across the trade.”
As part of the campaign Mud House will sponsor Rat Race adventure events including “The Dirty Weekend”, which is described as “the biggest obstacle-racing weekend in the world”. There will be branded bars at all event locations and the opportunity for off-trade purchases in campsite areas.
The sponsorship will also be communicated at point of sale with on-pack neck flags on Mud House Sauvignon Blanc that allow consumers to reveal unique codes which give them the chance to win one of 50 adventure challenges. All non-winning codes will receive 10% off a Rat Race UK event entry.
White said: “Mud House is a brand with adventure at its core. Its founder set sail to travel the world, only to fall in love with New Zealand and after literally putting down roots (planting vines) in Marlborough they then used the local earth to build their home. We have taken this inspiring story and looked at what adventure might mean to our consumers in the UK.
“This new campaign aligns with the personality and history of the brand and makes it relevant for the UK audience. We are aiming to further drive Mud House’s growth across the trade by increasing consideration amongst consumers; and ultimately building brand affinity.”