Accolade Wines is bringing wine brand Hardys back to TV screens for the first time since 2018 as part of a £3m marketing campaign.
The ‘Certainty’ campaign focuses on the £295m brand’s consistency and quality, and will air exclusively on ITV.
Accolade is further supporting the campaign with in-store activity, digital advertising, social media and PR.
Hardys is also partnering with online learning platform Learning With Experts, which will invite shoppers to leave a review of Hardys wine through a dedicated microsite in return for a free lesson on a subject of their choice.
This promotion will be visible on more than three million Hardys neck flags across retailers from April.
According to Nielsen, Hardys is the UK’s number one wind brand, delivering £37m more in value to the category than its number two competitor.
Tom Smith, marketing director for Europe at Accolade Wines, said: “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.”
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