Kicking off in early March,
an eight-week ad campaign - Chilean Wine Legend - will run in Picture House cinemas nationwide. It will be backed by consumer sampling in cinema bars, where the brand will also occupy the Wine of the Month slot.
Casillero del Diablo will also be matched with recipes in food and drink magazines, and ads in national broadsheet magazines and food-oriented websites will support its positioning as a food-friendly wine. A major consumer competition will feature on new microsite chileanlegend.com.
Jason Duggan, Concha & Toro UK's head of marketing, said: "We're aiming to reach people on a number of different occasions, whether they're looking forward to watching a film and having a drink in the bar beforehand, relaxing with the weekend papers or wondering what to cook that night.
"We believe that by catching consumers when they're particularly open to thinking about wine, we'll make an even bigger impact on their wine-buying decisions."
Nationwide sampling will take place over the summer and a second burst of advertising will run in the autumn.