Treasury Wine Estates has unveiled a new summer campaign for its much loved wine brand Blossom Hill, celebrating its 30th birthday.
The brand has partnered with television and radio personality Laura Whitmore on a consumer campaign which focuses on elevating Blossom Hill and aligning it with life’s little celebrations beyond the big milestones.
The integrated campaign, launching this month, is supported across in-store, PR, and social media.
Noting that turning 30 comes with all types of societal and family pressures to achieve particular life milestones, Blossom Hill and Laura Whitmore have collaborated to quash these anxieties and has the stated goal to empower Brits to live life on their own terms.
With 80 per cent of UK wine drinkers already aware of Blossom Hill, the brand said the campaign will build brand recognition with its target market even further.
The campaign strategy has been informed by insights from a consumer survey conducted by the brand that notes 77 per cent of Brits aged 25-35 felt pressured to reach certain life milestones by the time they turn 30.
Speaking about the campaign, Laura Whitmore said: “When Blossom Hill told me they wanted to help smash the stigma and pressures that come with reaching milestone birthdays, I was all in. I’ve been there, done that, and got more than a few t-shirts. I know being in my thirties now, that life certainly doesn’t end here and in fact, it just keeps getting better. Now I think we can all raise a glass to that, cheers to 30 Blossom Hill!”
Treasury Wine Estates will also be launching Blossom Hill 30th Limited edition labels in August until end of 2022 to support the campaign and help retailers maximise sales. The celebratory 30th limited edition labels will appear on the Blossom Hill wines Soft and Fruity Red Wine; Crisp and Fruity White Wine and the White Zinfandel.
Ben Blake, Head of Marketing, EMEA at Treasury Wine Estates, said: “We’re thrilled to be partnering with Laura Whitmore on the Blossom Hill 30th campaign, Laura speaks so well to our target audience and is one of the most loved TV personalities in the UK. This integrated campaignwill seek to elevate Blossom Hill through association and excite existing customers and consumers new to the brand alike.”
