Constellation Europe ploughs money into Hardys TV campaign

The TV ad campaign, which starts on 17th September and runs until 14th October 2008, will be supported by Hardys’ ongoing sponsorship deal with Sky Box Office, targeting Sky’s impressive 8.5m subscribers. This includes sponsorship of all Sky Box Office 15+ films plus a substantial presence on the Sky Box Office website. Hardys also continues to sponsor Love Film, the UK’s biggest DVD rental service with over 500,000 subscribers and 2.5m rentals per month.

The second wave of TV advertising will also be supported by below the line support for key trade channels and customers, and will focus mainly on the well-known Nottage Hill brand.

The advertising campaign aims to create real impact and cut-through in the wine sector, amongst both consumers and retailers. Above all, the campaign is set to build value and consumer awareness in the wine category. Advertising measurement by Millward Brown demonstrated very strong performance from the first burst of the campaign with the successful and highly enjoyable executions leading to a significant strengthening of Hardys’ brand image amongst Regular Wine Drinkers.

All activity is based on Constellation’s in-depth consumer research programme – ‘Wine Nation’ - as well as specific Hardys’ research to understand what makes the consumer motivated, engaged and passionate about wine. Hardys’ extensive wine range is based on this insight, providing a broad portfolio of sub-brands which target different consumers with different choices at varying price levels.

Clare Griffiths, VP European Consumer Marketing for Constellation Europe, comments: “Hardys is the UK’s biggest wine brand and it continues to bring so much to the wine category. The second phase of our advertising campaign will reassure consumers of the brand’s number one status in a very fragmented category. To maximise this opportunity, retailers should stock up and feature Hardys prominently, particularly Nottage Hill, to encourage consumers to trade up.”

The campaign kicks off on 17th September and runs until 14th October 2008.