From March until June this year, the promotion will appear on Le Rustique de Printemps Brie and Camembert packs and Calvet wine bottles across multiple grocery chains. The promotion aims to drive additional sales in both the wine and cheese aisles of multiple grocers and convenience stores by appealing to existing and new consumers of both brands through the association of food and wine.
The UK is the key market for Calvet, which in 2016 sold seven million bottles (IRI, year to 31 December 2016), accounting for 12% of all branded French wine in the off-trade.
The partnership between the two brands will promote a consumer competition via 800,000 wine bottle neck collars and 838,000 Le Rustique de Printemps on-pack stickers. For a chance to win a prize, consumers enter a unique code from the neck hanger or on-pack sticker from their purchase online at www.lerustique.com. The neck hanger also includes a voucher that entitles shoppers to 30-pence off a future purchase of Le Rustique. Until July 31, there are also 1,000 personalised picnic hamper prizes to be won, which will include a bespoke Le Rustique branded hamper complete with Calvet wine.
Mark Kears, managing director of Les Grand Chais de France, said: “This partnership with Le Rustique brings together the quality and heritage of two respected French brands in the multiple grocery channel. The campaign is aimed at consumers with a genuine interest in great tasting wine and cheese and we intend that this connected purchase offer appeals to our loyal existing customers and to the younger working professionals we are also targeting.”
The latest off-trade promotion is one of several consumer marketing initiatives planned for Calvet this year to raise the profile of the brand in the run up to its 200-year anniversary celebrations in 2018.