Hardys looks to further its relationship with food

29 June, 2007

Hardys is launching a Chef of the Year competition to expand its links with food.

The search to find "the nation's most creative chef" is part of a £10 million marketing push that will run throughout the summer in association with Matthew Clark. Fronted by top chef Shane Osborne, the campaign for the Constellation brand will include off-trade promotions encouraging consumers to buy food and wine together.

Outdoor ads expanding the Best Wine Under the Sun theme to food will roll

out during the summer, supported by

a PR campaign focusing on food and wine occasions.

Chefs interested in entering the competition will be asked to submit an original recipe, designed to complement one of the wines in Hardys range. Osborne and a panel of judges will choose the four finalists based on the originality of the dish and the wine match, and the four will cook and display their dishes at Pied à Terre on Sept 30. The winning chef will get a £5,000 cash cash prize plus £5,000 for their place of work.

Clare Griffiths, brands marketing boss at Constellation Europe, said: "The Chef of the Year competition will reinforce Hardys as the voice of food and wine matching at the start of a targeted campaign to underline that the brand is at the heart of a range of consumer drinking occasions."

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