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 4ís 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.