Australian wine brand Hardys is launching an advertising campaign next month as part of a £10m marketing drive.
Hardys, which is the leading brand in the UK off-trade [ACNielsen, UK off-trade sales for year to May 2005], will be running a cinema advertising campaign from the end of September until Christmas.
The commercial is part of the ‘Best Wine Under The Sun’ positioning that was launched at the end of 2004. The campaign will be supported by adverts in consumer press titles and an outdoor poster campaign.
Referring to the brand’s strong growth through grocery retailers, Paul Hillier, marketing manager, Constellation Europe, said: “We will maintain and grow this momentum and we believe we have an exceptionally strong programme in place to take the brand forward into 2006 and beyond.”