Blossom Hill set to promote new range with £1.5m campaign
An £1.5m autumn press campaign campaign to drive awareness of wine brand Blossom Hill is to roll out.
Activity for the campaign will roll across press advertising, nationwide sampling and in-store and digital activity.
The press adverts, which carry the strapline ‘California soul’, will launch on 15 September, targeting young adult females, which will feature in weekly and monthly women’s lifestyle and food press, as well as weekend supplements.
All communications will carry the strapline ‘Made for Delicious Get Togethers’.
The ad campaign will be supported through national sampling of the New Blossom Hill Vineyard Collecting, and will target over 330,000 consumers throughout September and October, in partnership with Tony and Guy salons, Magic GM and The Good Housekeeping Institute.
The Blossom Hill Facebook page will also aim to engage with consumer about the range.
Liz Ashdown, marketing manager for Blossom Hill at Percy Fox & Co., commented: “We’re proud of the brand’s Northern Californian roots and by focusing on this provenance, product awards and new Vineyard Collection innovation we aim to re-enforce the brands’ product quality and taste credentials. In the current economic environment consumers are looking to justify every pound spent. By communicating and demonstrating the provenance and great taste of Blossom Hill wines we feel that consumers will have greater confidence to buy their favourite brand when not on promotion. Our investment in advertising and in developing market-leading and insight led innovation demonstrates the brands’ commitment to driving consumer awareness in-store/outlet and in building value into the wine category.
“We’ve had a really positive response to the new Vineyard Collection innovation. It is worth over £1.6m and is tracking as a top five branded innovation within a key grocery customer . Vineyard Collection has also recently won awards with the ‘What Wine What Food’ competition which re-enforces it’s positioning as perfect for any ‘delicious get-together’. A selection of the re-launched Winemakers Reserve single varietals recently won awards with both Decanter and the IWSC and we will be communicating these awards on pack in Autumn to re-enforce the quality credentials of Blossom Hill at the moment of choice," added Ashdown.