Accolade Wines-owned wine brand, Hardys has announced £1 million investment for its latest marketing campaign, spanning both out-of-home and ATL activity, setting the stage for an exciting Autumn – and beyond.
Building on the success of its global creative platform The Joy of Certainty, Hardys is taking its message of trust, quality, and modernity to a broader audience with a major ITV partnership in drama programming and out-of-home (OOH) advertising.
With nearly 170 years of winemaking heritage, Hardys is one of Australia’s oldest vineyards, and its reputation for excellence continues to grow, now the third most frequently recalled and recognised wine brand in the UK [System 1 Brand Health Survey Wave 6 ’24].
As part of the significant UK investment, Hardys has rolled out an ambitious OOH campaign, spotlighting its higher end Hardys Crest Cabernet Shiraz Merlot bottle. To date, the campaign has featured across high-impact large-format displays in major cities including London, Manchester, and Birmingham as well as key transport hubs such as London Waterloo and Manchester Piccadilly. With the addition of numerous digital six-sheet screens, the campaign is set to achieve estimated audience impacts of 17 million individuals.
In a major strategic move, Hardys has teamed up with ITV in a partnership with drama programming, debuting a series of brand-new idents that will air during popular ITV dramas and soaps, with additional online placements to extend the campaign’s reach.
Set to launch from 27 October, these light-hearted idents will engage viewers through relatable ‘drama truths and tropes’, aligning the certainty of Hardys with the unpredictability of their favourite TV characters and plot lines.
“With over 9,000 global awards and a growing fanbase, each bottle of Hardys wine offers the sense of certainty that drama fans will be seeking amid all the twists and turns,” Tom Smith, marketing director Europe at Accolade Wines, said.
Hardys has the highest penetration and the highest purchase frequency of any wine brand in the UK, underscoring its trusted position in the UK market [NielsenIQ, 07.09.24]. Over 37.8 million litres of Hardys wine have been sold, enough to fill the cargo space of over 934 Boeing 747-800s, reflecting the brand’s strong presence and ongoing appeal to wine lovers.
“As the UK’s top wine brand, with over 3.8 million households purchasing a bottle in the last year, Hardys sees nearly one million bottles consumed each week. Retailers should start stocking up now, as consumers will be actively seeking Hardy’s on shelves, presenting a prime opportunity to boost sales,” Smith added.
“With the highest repeat purchase rate of any wine brand, Hardys isn’t just a drink – it’s a trusted companion. Our ITV drama programming partnership seamlessly connects drama-filled TV moments with the enjoyment of Hardys reliable, high-quality wine, elevating both the viewing and drinking experience for customers.”
