Campo Viejo campaign invites shoppers to ‘Add some pasión’

Pernod Ricard has launched a new campaign for its Campo Viejo wine brand, inviting consumers to ‘Add some pasión’.

The campaign is live now and runs until the beginning of April across outdoor, on-demand and social media advertising and in-store PoS.

A 40-second video uses silhouettes and shapes to reference the key elements involved in making the wine, including the Sierra de la Demanda mountain range where its grapes are cultivated.

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It also highlights the breadth of the brand’s range, including its Tempranillo, Reserva and Gran Reserva lines.

The supplier has launched the campaign as Spanish wine is in growth, with an 8.9% market share, while Campo Viejo has a 21.3% share of the Spanish wine category. Additionally, Campo Viejo Tempranillo is the UK’s most popular premium wine, according to Nielsen figures.

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