Constellation renews Come Dine With Me deal

Constellation Europe has announced it has renewed Hardys and Echo Falls sponsorship of Channel 4 TV show Come Dine With Me for a second year.

The sponsorship deal will see the brands reach an estimated 40 million consumers, who will see the Hardys and Echo Falls idents approximately 93 times each over the course of the campaign.

The sponsorship renewal comes hot on the heels of the news that Hardys achieved double digit share growth in the UK market over the past year, firmly establishing it as the UK’s leading Australian wine brand, with Echo Falls becoming the fifth best-selling wine brand in the UK.

Clare Griffiths, vice president consumer marketing for Constellation Europe, said: “The consumer trend for dining at home as informal entertainment is increasing and Hardys and Echo Falls are perfectly placed to be the wines of choice for consumers. 

"Come Dine With Me has captured the UK’s imagination and we are delighted that this sponsorship has translated into increased awareness and sales for both brands.”

“The sponsorship has clear benefits for our customers too.  Our research shows us that a trolley with wine included is on average £22.28 more valuable to a retailer than one without, and this year we will be maximising the sponsorship through-the-line including high-profile activity at point-of-purchase.”

Hardys series of new idents entitled ‘Recipe for Dinner Party Success”, has just hit screens.  Consumers will see a series of dinner party hints and tips emerge over the coming months.

From next month, Echo Falls idents will appear on air showcasing Echo Falls Spritz and will continue throughout the summer.

Alan Lodge, 21.04.2010