Hardys launch CRM programme
Hardys is set to launch a new CRM programme through EHS Brann Cirencester to tie in with the launch of Hardys’ Food & Wine Recommendation Text Service – the first of its kind in the UK. The activity will reach 50,000 customers, encouraging them to try other wines in the Hardys range by highlighting ideal food pairings.
The sachet-style creative contains six recipe cards as well as additional information expanding on why each wine and dish are particularly suited. Recipients will also be invited to fill in a data capture form for their chance to win a meal for two.
Commenting on the campaign, a spokesperson for Hardys said: \"EHS Brann Cirencester\'s creative vision for this campaign was inspired by our new Food & Wine Recommendation Text service. Out of the 85 per cent of people in the UK who drink wine more than once a week, only one in ten are confident that they know which type of wine to drink with which food. We believe our service, combined with this mailing tap into a real thirst for knowledge about food and wine pairing while allowing our audience to have a bit of fun\".
Alison Hamer, MD of EHS Brann Cirencester, commented: \"This mail pack and our ongoing CRM activity is all about increasing consumer enjoyment of Hardys. By targeting those we know are interested in wine with the tools they need to enhance their drinking experience, in a way that stands out creatively, we are confident we have the building bricks of a lasting brand relationship.\"