Blossom Hill campaign ‘to break the mould’

Blossom Hill has announced the launch of a major new £2million UK advertising campaign to target its core consumer demographic.

The campaign launches on Friday 14 August, incorporating television and radio advertising, as well as in-store POS, and will reach an estimated 75% of Blossom Hill’s national target audience of women between the ages of 25 and 44.

The launch of the campaign follows extensive research undertaken by Blossom Hill brand owner Percy Fox, identifying the insights behind its core consumer’s wine drinking behaviour.

The campaign aims to reinforce Blossom Hill’s brand identity, as well as maintaining and strengthening its position as the UK’s leading wine brand.

Blossom Hill’s £2 million advertising spend will span a 12 month period, with a second burst of TV and radio advertising airing in March 2010.

On 14 August, the day of the campaign’s TV launch, Blossom Hill will return to the screens after a two year absence.

The advertisement, created by JWT, will run in every commercial break in the evening on Living, ITV2 and E4, as well as standard commercial channels on the day of the launch.

These channels have been targeted by Carat, Blossom Hill’s media agency, due to their large female viewer base and ability to deliver broad coverage for the brand campaign.

Thereafter, the campaign will run across all commercial terrestrial and major digital channels, with an upweight in early and late peak slots, until 24 September.

Liz Ashdown, marketing manager for Blossom Hill at Percy Fox, said: “The new campaign breaks the mould in wine market advertising.

“It transforms the brand from a collection of more product-led and rational benefits to establishing an insight-led and emotionally engaging platform that will build brand affinity and loyalty amongst our target audience.

“This is a very exciting time for both the brand and the wine market”.

Alan Lodge, 12.08.2009