Wine brand Hardys has invested a record £1m in its latest marketing campaign, spanning both OOH and ATL activity.
Building on the success of its global creative platform ‘The Joy of Certainty’, the brand is spreading its message of “trust, quality, and modernity” to a broader audience with a major ITV partnership in drama programming. This will feature a series of brand-new idents that will air during popular ITV dramas and soaps, with additional online placements to extend the campaign’s reach.
Set to launch from 27 October, these light-hearted idents will engage viewers through relatable ‘drama truths and tropes’, aligning the certainty of Hardys with the unpredictability of their favourite TV characters and plot lines. The idents aim to cement Hardys as the go-to wine for any evening in front of the TV.
As part of the significant UK investment, the brand has rolled out an OOH campaign, spotlighting its higher end Hardys Crest Cabernet Shiraz Merlot bottle. To date, the campaign has featured across high-impact large-format displays in major cities including London, Manchester, and Birmingham as well as key transport hubs such as London Waterloo and Manchester Piccadilly. With the addition of numerous digital six-sheet screens, the campaign is set to reach 17m individuals.
Tom Smith, marketing director Europe at Accolade Wines, said: “As the UK’s top wine brand, with over 3.8 million households purchasing a bottle in the last year, Hardys sees nearly one million bottles consumed each week. Retailers should start stocking up now, as consumers will be actively seeking Hardy’s on shelves, presenting a prime opportunity to boost sales. With the highest repeat purchase rate of any wine brand, Hardys isn’t just a drink – it’s a trusted companion. Our ITV drama programming partnership seamlessly connects drama-filled TV moments with the enjoyment of Hardys reliable, high-quality wine, elevating both the viewing and drinking experience for customers.”
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