Leading red wine brand Campo Viejo has announced a new marketing campaign, highlighting its Spanish personality.
Rolling out from 19 October, the campaign will run for four weeks on video on demand, digital display, social media and PR, with key channels including All 4, ITV Player and Sky Player.
The creative captures the spirit of sharing, with six friends through their 20s, 30s and 40s gathering around a table to enjoy a meal and a bottle of Campo Viejo.
The campaign, part of an overall increased investment in the wine category by Pernod Ricard UK, and is set to reach 65 per cent of UK ABC1 adults.
“Campo Viejo is a flagship brand within a booming category and we’re delighted to be sharing this new creative across a multi-media platform,” said Lucy Bearman, wine portfolio director for Pernod Ricard UK.
“Shared moments are at the heart of our brand and we believe the campaign’s positive depiction of the future will appeal to our broad target audience as consumers look forward to being around the table again together.”
The campaign will also highlight the breadth of the brand portfolio. Its Tempranillo, Reserva, Rosé and Blanco SKUs will feature in both the lead creative and social media assets, which will coincide with PR, in-store and eCommerce activity calling out Campo Viejo as the no.1 Rioja in the world.
According to Nielsen figures, Campo Viejo is enjoying a value growth of 17.8 per cent in value, well ahead of total category, which itself gained momentum over the lockdown period, fuelled by the rise of at-home consumption.
