Hardys back on UK screens

Hardys will once again be sponsoring the Come Dine With Me TV show in the UK. The new series launches on 5 September on UK Channel 4.

The renewed sponsorship will also witness the launch of a multi-million pound campaign, featuring a strong online presence hoping to enable consumers to recreate the Come Dine With Me experience at home as well as boost sales in all outlets.

In-store presence will be heightened via shelf barker communication, in-store radio and branded shippers, while the off-trade will motivate sales through incentivising licensees to stock up through money-off coupons and prize draws.

The digital aspect of the campaign will see the launch of a new website, www.hardys-wine.co.uk, going live on the same day as the first Come Dine With Me episode, as well as a new Facebook page. Both will feature suggested food and wine pairings, recipes and tasting tutorials. A new iPhone App will also be launched in conjunction with the campaign, providing consumers the same scoring system as featured in the series.

Neil Anderson, Hardys brand controller at Constellation Europe, said: “Hardys investment this autumn delivers incremental profit opportunities for our customers through the increased brand awareness in this key selling period.

"We are excited to deliver a campaign that engages with consumers at key touch-points in their lives, from point of purchase through to at home dining occasions.”

Marinel FitzSimons, 01.09.2010