Called Good Food Would Choose Bordeaux, the push highlights the natural relationship between food and wines from the region.
Print and outdoor poster ads will feature illustrations of wine bottles and glasses, which have been made to look like certain foods, such as bread, cheese and a lobster.
Douglas Morton from the CIVB said: “Overwhelming feedback from existing drinkers confirmed that, alongside the quality and tradition associated with Bordeaux, its great gift lies in its ability to produce wines that enhance any meal.
“In a period of unprecedented general interest in the preparation and enjoyment of food we hope that this campaign will encourage more consumers to discover this relationship for themselves. The message is very simple: if you love food, you’ll love Bordeaux.”
The campaign will be primarily targeted at ABC1 adults aged 35 and above.