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£12m push for Hardys
Constellation Europe is preparing a major advertising campaign for Hardys, the UK’s best-selling wine brand. The heritage-focused ad, which presents the strapline ‘One Love since 1853’, will be backed by a £12 million budget, the largest sum ever spent on a wine commercial.
Speaking in advance of the April 4 launch, Constellation Europe chief exec Troy Christensen explains Hardys “has an affinity in the marketplace that no other brand has … we think the opportunity is untapped and we need to invest behind it to continue the growth and really drive the value and bring people into the marketplace.” Â
Hardys is already enjoying strong growth in the UK: value sales were up by 9% last year, outpacing the wider category by more than double, however Christensen is confident that there is still significant growth potential. “It’s an opportunity for us to really build the category in the right way – not by discounting but by building value.”
The theme of the commercial is the heritage of the brand, with a voice-over explaining the challenges that Thomas Hardy had to overcome in order to pioneer wine production in the new world more than 150 years ago set against a visual of the time lapse growth of a vine. The end frame, which includes the One Love strapline, shows an image of a heart-shaped bunch of grapes.
The big budget will ensure major exposure in the coming months, but Constellation has placed a particular emphasis on film on TV, with a number of slots booked during movie scheduling as well as a sponsorship of Sky Box Office.
Ben Grant, 26/03/08Â