Echo Falls back on the box

Echo Falls is back on TV with a new concept "Unscripted moments" to support its sponsorship of Channel 4 TV show Come Dine With Me.

The ads feature as part of a wider campaign "celebrating spontaneity", which incorporates social media, consumer PR and experiential activity at key summer events.

Since Constellation’s initial sponsorship of Come Dine With Me in 2009, Echo Falls has grown to become the number three wine brand in the UK and in the past year alone has seen a sales increase of 44%.

The adverts feature a group of young women surprising a friend for an ad hoc dinner party; armed with dinner party food and Echo Falls wine. According to an Echo Falls spokesperson, "they transform and ordinary night in into an unforgettable one".

Echo Falls’ "summer of spontaneity" will be supported by a new website and social media activity designed to connect with Echo Fall’s target consumers termed "Newbies" – young women, new to wine and who enjoy easy drinking, fruity styles of wine.

Clare Griffiths, vice president of European marketing for Constellation Wines, said: “The consistent, highly targeted marketing support behind Echo Falls has been instrumental to the brand’s success. The sponsorship of Come Dine With Me has worked incredibly well for Echo Falls, and the unscripted, entertaining nature of the show really resonates with Echo Falls ‘Newbie’ audience.

“Most brands take over 10 years to become a £100 million brand, yet Echo Falls achieved this in just five years and is now worth £182m.

"Its continued growth has made it the number three wine brand in the UK – a remarkable achievement for a brand which is still only eight years old.

“We have an exciting integrated programme of TV sponsorship, social media and experiential activity in place this summer to build on Echo Falls’ unprecedented momentum and continue to drive consumer engagement and sales for this already very successful brand.”

Alan Lodge, 04.05.2011