Accolade’s wine brand Hardys is returning to TV in March as part of a £3m marketing campaign seeking to champion its “consistency and quality”.
As part of a deal with ITV, the ‘Certainty’ campaign will see Hardys’ flagship wine range showcased alongside some of the UK’s most popular TV shows.
The TV campaign, the brand’s first since 2018, will also be supported by in-store activity, digital advertising, social media, and PR.
Activity will also be backed by a new partnership with online learning platform Learning With Experts which will invite shoppers to leave a review of Hardys wine, via a dedicated microsite, in return for a free lesson on a subject of their choice.
The promotion will be advertised on more than three million Hardys neck flags across stores from April, alongside in-store sampling activity with a focus on the Easter sales period.
Accolade Wines Marketing Director for Europe Tom Smith said: “Hardys’ consistency in quality and wine style, year in year out, was the inspiration for our confident new creative, which shows how we’ve been a constant in people’s lives, present in key moments and for memorable occasions, throughout the decades.
“The consumer landscape will always change, and the last couple of years have certainly shown that, but our new campaign ahead of an exciting year of NPD for the carbon-neutral brand, offers reassurance to retailers and consumers that with Hardys you can always be certain. The promotion with Learning With Experts will further reinforce shoppers that they are making the right wine choice, especially around the busy Easter period.
“This significant investment will promote Hardys’ enduring status, and we expect it to deliver strong incremental sales and profit across the market.”
Globally, Accolade Wines will invest more than £6m to further support growth as part of Hardys’ ‘Certainty’ campaign.