Vinarchy has put Campo Viejo in the spotlight with a TV marketing campaign in the UK and Ireland set for the coming weeks.
The activation, ‘Add Some Pasión’, consists of TV, digital and in-store assets, and will run from this week until the end of April. At a cost of GBP1.4m (US$1.87m), Vinarchy said the campaign is the “biggest media investment to date” for the rioja wine brand.
The wine group – formed last year following the merger of Accolade Wines and Pernod Ricard Winemakers – said the campaign “marks the start of a new chapter for Campo Viejo”. The company is aiming to encourage UK consumers to trade up while shopping for wine, “through stronger occasion cues”.
“Campo Viejo has always been trusted for its quality, but we know there’s an opportunity to show up in a more emotional, relevant way – especially around moments like Easter, when people are coming together and looking to make it feel a bit more special,” said Vinarchy’s marketing manager, Jennifer Beale.
“This campaign is about bringing that Spanish spirit to the table – helping shoppers think differently about the role wine can play in those moments. And for our retail partners, it’s about creating a stronger reason to choose, trade up and ultimately drive more value at shelf.”
Last month, Vinarchy agreed a domestic profile boost for its Grant Burge brand, with the wine set to sponsor the Australian Football League.
