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, traveled to South Australia from Devon to establish a winery on the banks of Adelaide’s River Torrens. Breaking on April 4, a TV ad will run with the strapline: One Love Since 1853.
It will be backed by ads in consumer press, in-store POS, sponsorship of Sky Box Office and a link-up with the Times film season. Every person in the UK will see the advert 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.”
Christensen added that the push will be chiefly targeted at two groups of drinkers – the “routiners”, who represent the backbone of UK wine consumers and enjoy wine two or three times a week, and the “high potentials”, which is made up of knowledgeable young professionals who have an average bottle spend of £4.89, but are prepared to spend upwards of £6.50 for formal occasions.