The campaign will use the strapline Summer Perfectly Served and will tie in-store activities with print, broadcast, digital and billboard advertising. Wimbledon ticket giveaways will be the leading mechanic, according to a spokeswoman.
There will also be a new limited edition “tennis ball” label design to feature on the brand's White Zinfandel and White Grenache single varietals, available in stores from June 1.
London free paper Metro will produce 100,000 copies of a branded Wimbledon-themed editon for the first time. Blossom Hill will run billboard advertising and a national drive time broadcast campaign over a two week period with Heart FM. A digital campaign will run across Yahoo, Google, Hotmail, MSN and Facebook.
Blossom Hill marketing manager Liz Ashdown said: “Blossom Hill is taking an innovative and truly integrated approach to its summer campaign to maximise consumer loyalty and drive footfall into outlets. The impact of the Wimbledon and broader summer campaign is expected to boost rosé sales at a key time of year – when 30% of rosé is sold.”