The biggest wine brand in the off-trade is running a campaign aimed at promoting the Hardys name, rather than individual sub-brands as it has done historically.
The company has rejected TV advertising in favour of targeted press marketing, instore promotions, mail shots and competitions as well as sponsorship of Rugby Football Union and the PGA Seniors Golf Tour. The visuals feature a series of sunlit images, aimed at suggesting an outdoor lifestyle. Unusually, they do not feature bottle shots.
Paul Hillier, senior brand manager, said: “We are trying to encourage consumers to buy across the Hardys umbrella, not just the sub-brands.”
Meanwhile, Hardys has launched a competition to find a ‘Wine Idol’ who can talk about wine in a down-to-earth manner on the UK Food TV channel.