The investment is the biggest ever ad spend for a wine brand in the UK, Constellation claims.
The national push aims to reinforce the heritage of the Australian brand by telling the story of Thomas Hardy, who, in 1850 at the age of 20, travelled to South Australia from Devon to establish a winery on the banks of Adelaide's River†Torrens.
Breaking this week, a TV ad will run with the strapline: One Love Since 1853. The ad features a time-lapse shot of a growing vine with a voiceover explaining the challenges Hardy had to overcome in order to pioneer wine production in the New World.
It will be backed by ads in consumer press, in-store POS and sponsorship of Sky Box Office and DVD hire company Lovefilm. Constellation has also secured a 15-week sponsorship deal with The Times, which will include a promotional booklet and microsite featuring films being screened in Vue cinemas nationwide.
Every person in the UK will see the ad at least twice a week, according to Constellation.
The campaign is designed to drive more consumers into the wine category, says Constellation's president Troy Christensen. "We really need to build the category in the right way - not through price discounting, but by building value.
"Hardys has an affinity in the marketplace that no other brand has. The opportunity is untapped and we need to invest
and continue the growth to really drive the value and bring more people into the marketplace."
Christensen added that the push will be
targeted at two groups of drinkers - the "routiners", who
enjoy wine two or three times a week, and the "high potentials",
young professionals who have an average bottle spend of £4.89, but
spend upwards of £6.50 for formal occasions.