Hardys wins gold for Ashes England cricket campaign

27 November, 2015

Leading Australian wine brand Hardys has won two coveted international media awards for its £3.5 million above-the-line summer campaign celebrating its sponsorship of the England cricket team.

It took home gold from the Epica Awards, held in Berlin this year, in the Alcoholic Drinks category.

At the annual London International Awards – formerly the London International Advertising Awards - ceremony in Las Vegas it was awarded silver in the film category.  

Amy White, UK marketing director at Accolade Wines, which owns Hardys, worked closely with creative agency McCann Birmingham on the campaign, which included both TV spots and print advertising.

The campaign featured England cricketer Stuart Broad, with a voiceover from Sir Ian Botham, and playfully captured the horror of Hardys’ Australian employees on discovering that their company was sponsoring the England cricket team.

When the campaign’s through-the-line spend is accounted for, it represents the largest marketing investment by a wine brand in 2015.

White said: “We are incredibly proud to see this campaign recognised at such high levels in the international film and media industry. 

“We know our consumers loved watching these over summer, as they regularly told us over social media and we’d like to thank the McCann team, our Hardys brand ambassadors, Sir Ian Botham and Stuart Broad and of course, our colleagues in Australia for making this campaign so successful.

“The idents were aired over 5,500 times to more than 11million consumers throughout the cricket season of 2015.”

Hardys is the UK’s best-selling wine brand.

Sales in the 12 months to September 12 were worth some £309 million, with the brand posting value growth of 6% in the period.

Hardys signed a three-year partnership with England cricket in 2014. Stuart Broad joined Sir Ian Botham, as a Hardys ambassador in 2015.

Founded in 1987, Epica is the only creative prize awarded by journalists working for marketing and communications magazines around the world.

The London International Awards were first launched in 1986. The competition receives some 15,000 entries from 80 countries.




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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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