Robert Mondavi wines make UK advertising debut

Breaking during September, the programme will be led by an impactful advertising campaign, backed by a major public relations programme and extensive pre-Christmas retailer activity.

Running across national broadsheets, a wide range of magazines, outdoor posters and both the Underground and terrestrial train networks, the new campaign, which features Woodbridge Winery, not only marks an advertising first for Mondavi, it also serves to highlight Constellation's commitment to this world famous wine brand.

Using data from the group's ongoing WineNation research programme to target consumers aged 25-50 years, the campaign called 'Not That California' features three creative executions – 'Hippy', 'Yoga' and 'Hug'.

Some 68% of the target group will see the campaign seven times throughout the period. “Featuring highly aspirational Mondavi vineyard images as its backdrop, the campaign employs parody and humour to clearly differentiate Mondavi from some of the negative perceptions that surround California in the minds of UK consumers”, comments Clare Griffiths VP Marketing at Constellation Europe.

“The high level of frequency not only make the campaign one of the largest UK wine advertising programmes this autumn and Christmas, it provides a fantastic platform from which to build consumer confidence and much needed value back into the Californian wine category,” she concludes.

Backed by a national and regional PR programme designed to drive brand awareness, education and trial along with a national retailer programme, Mondavi looks set to regain its unique place in the minds of those who enjoy high quality Californian wines.