Majestic rolls out first TV campaign in a decade

UK specialist retailer Majestic is rolling out its first TV ad campaign for a decade in the run up to Christmas, as part of a wider marketing campaign. 

The ad, which will be the first time the retailer has aired a specific festive ad, is set in one of its newer stores and features some of its own staff guiding a couple to the perfect bottle of wine.  It was inspired by Majestic customer director, Matthew Gaunt, own shopping experience in the store, which he said he wanted to recreate on screen, to shout about it’s knowledgeable and approachable store teams and the “un-stuffy” experience of shopping in a Majestic store.

The advert is one plank of a wider campaign that also includes radio, billboards and digital and follows a year of “unprecedented growth”, the retailer said.

“Whenever we speak to our customers and ask them what they love about Majestic, they always say their store teams,” he said. “We have over 1000 trained colleagues more than any other retailer  and they make the difference and have done over the last 40 years, helping consumers discover and learn about wine.”

Majestic store manager, and one of the star’s of the advert, Simone Amato said it was  important “to show the human side of the business – the experience our customers get and the way we interact with them”.

“We know this Christmas our customers are really going to want to spoil themselves after another difficult year. So whilst I can’t wait to see myself on screen, I’m looking forward to having those face to face interactions even more. Hopefully, that way, we can make sure we give a Majestic Christmas to as many customers as possible.”

Trends

The retailer is predicting some key trends over Christmas, arguing that the festive season is likely to be “a pink, not a white, affair”, following surging sales of rose in the winter, up 35%, which buyers attribute to its more “serious” style. Sparkling wine sales hae been strong, up 35%, while another key trends includes the rise of South Africa, up 12% in terms of market share, which is increasingly plugging the gap of the shortage of New Zealand Sauvignon Blanc. Meanwhile Greece is “the dark horse to watch”.

Spirits-wise, Majestic said Tequila would “finally make it big”, afters seeing sales rise 80% year to date, with rum also showing strong growth.