Campo Viejo launches £1m ad campaign

03 November, 2008

A £1 million advertising campaign for the off-trade’s best-selling Rioja, Campo Viejo, has begun.

The outdoor campaign, targeted at London and the south east, features ads at train and tube stations, on roadside billboards and on the 46m banner above London Bridge station.

Ads will appear on 33 taxis for six months, as well as on receipts and undersides of the fold-away seats.

A national online campaign including banners, skyscrapers and leader boards on consumer websites including the Times, Telegraph and Guardian, will reach more than 8 million consumers, according to brand owner Pernod Ricard.

The campaign continues Campo Viejo’s claim to be a “Rioja like no other” – “modern, progressive and approachable”, the producer said.

Pernod Ricard UK’s head of marketing for wines, Annabelle Kuhn, said: “Campo Viejo is a strategic priority for Pernod Ricard UK and this heavyweight campaign supports the fact that we’re committed to building brands that will succeed in the long term.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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