Campo Viejo has launched a new ‘Add Some Pasión’ campaign across the UK and Ireland, supported by a £1.4m spend spanning TV, digital and in-store activation.
The activity aims to drive seasonal spend and prompt trade-up at fixture through clearer occasion cues.
While rooted in its Rioja credentials, the campaign shifts emphasis from provenance to the energy and spontaneity associated with Spanish dining, positioning the brand as a catalyst for more connected, expressive mealtime moments.
Jennifer Beale, Marketing Manager at Vinarchy, said: “Spain represents a real sense of spontaneity, connection and Pasión, which is what we wanted to capture with this campaign. Campo Viejo has always been trusted for its quality, but we know there’s an opportunity to show up in a more emotional, relevant way – especially around moments like Easter, when people are coming together and looking to make it feel a bit more special.
“This campaign is about bringing that Spanish spirit to the table – helping shoppers think differently about the role wine can play in those moments. And for our retail partners, it’s about creating a stronger reason to choose, trade up and ultimately drive more value at shelf.”
