TWE’s Squealing Pig brings ‘summer of love’ to all

Treasury Wine Estates’ progressive wine brand, Squealing Pig, has announced its first out-of-home campaign with a nod to the Summer of Love, as the brand looks to raise awareness and recruit new customers into the wine category. The OOH activity kicks off a busy summer campaign for Squealing Pig, with the brand delivering significant activity across Brighton & Hove and Manchester Pride events this summer as the sole category sponsor of both festivals. The largest ever integrated campaign for the brand, "Summer of Love" will look to support the growing listings of Squealing Pig in the grocery channel, alongside significant in-store and social activity.

Running from now until the 28 August, adverts will be placed across London, Edinburgh, Manchester, Brighton, and Leeds, promoting Squealing Pig’s Italian Pinot Grigio Rosé, New Zealand Sauvignon Blanc and Mendoza Malbec, with the aim of securing 12 million impressions.

Squealing Pig will also be re-introducing its Spot the Pig competition, challenging Brighton to snap a photo of “The Pig” to be in with a chance of winning a year’s supply of Squealing Pig wine.

“We couldn’t be more excited to launch Squealing Pig’s first ever out of home campaign as part of the brand’s wider growth strategy,” said Ben Blake, Head of Marketing EMEA at Treasury Wine Estates. “This is a major stepping-stone for us and we want to watch the pig fly as we continue to champion this brand.

“It is also a great privilege to support and celebrate with the LGBTQIA+ community at the iconic Brighton and Manchester Pride events.”

Paul Kemp, Managing Director, Brighton & Hove Pride added: “Brighton & Hove Pride is the marquee event for the LGBTQIA+ community in the UK we are thrilled to have once again partnered with Squealing Pig as the official wine sponsor for Pride. Brighton Pride attendees last year loved having great wine offer from a forward-thinking brand, so it’s great Squealing Pig, and the Squealing Pig balloon, will be back for 2023.”