Australian giant Hardys has just embarked on a £12m advertising campaign in the UK – the biggest ever for a wine brand.
With the strapline, ‘One love since 1853’ the campaign tells the story of pioneer Thomas Hardy and how he set up the company that became one of the biggest wine producers in the world.
The aim is to ‘reinforce the heritage of Hardys,’ Constellation Europe president Troy Christensen said. ‘This is something that really resonates with the consumer.’
He added that the campaign is the ‘largest ever ad campaign behind a wine brand in the UK.’
The ads, which started at the beginning of this month, encompass TV, promotions, sponsorship, events and in-store promotions.
The campaign, Hardys said, is based on research that found ‘The story behind Hardys wine is very emotive to the target consumer, and film is of major interest both to Hardys consumers and to potential new entrants to the wine category alike.’
Hardys is owned by Constellation and last month changed its name to Constellation Wines Australia.
Written by decanter.com staff