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Negociants looks to Instagram for new campaign
UK importer Negociants is launching a new Instagram-based marketing and social media strategy for its flagship Oxford Landing brand.
It has appointed a new media agency, Socialyse UK, to head up the new digital media strategy, in a bid to appeal to millennial drinkers in the UK as well as appeal to existing customers, using “micro Instagram influencers to drive organic reach”, along with paid media throughout the year.
It aims to focus on bringing consumers’ values to life, it says, but concentrating on inspiring consumers and celebrating the brand, as well as talking about its origins and sustainability and tying this “into key moments of consumer’s lives”.
Oxford Landing wants to highlight its use of ‘small vineyard techniques’ across its 650 acres (263ha) of vineyards, such as as detailed pruning, canopy management crop thinning, the use of wild ferments native to the vineyard and back-blending with barrel-aged wines that it says are usually reserved for small plot boutique winemaking.
Negociants UK Marketing and PR Manager Alex Layton said the new campaign would bring the tone of voice and core values of the family-owned winery from South Australia to life. “We will work with Socialyse to create a long-term social strategy for the brand and continue its growth with existing and new consumers in the UK,” he said.
“The Sauvignon Blanc is very much our hero SKU but we will be focusing on all UK SKUs throughout the campaign,” he added.
Oxford Landing’s range comprises the UK off-trade’s best-selling Australian Sauvignon Blanc, along with a Pinot Grigio, Vognier, Chardonnay, Cabenet Sauvignon Shiraz, Shiraz and Merlot and the brand is stocked at Waitrose, Tesco, Sainsbury’s, The Co-op and Morrisons. According to Nielsen’s ScanTrack (July 2016), sales increased +12.2%, and Layton added that volumes and distribution had remained steady in the multiple grocer sector, while the brand was seeing good growth in convenience and traditional cash & carry.
Two week’s ago, Oxford Landing’s parent company Yalumba announced the installation of the largest solar photovoltaic system installation at an Australian winery, which is being split between three sites, the Yalumba’s Angaston winery, its Oxford Landing winery and its nursery.