Henkell Freixenet-owned wine brand I Heart is targeting Gen-Z consumers in the UK with a summer campaign led by 12 new brand ambassadors.
The activation, ‘I Heart Kinda Summer’, kicked off today (5 May) and will see an I Heart-branded tuk-tuk heading to campuses as well as at pop-up events. Activations commenced at the University of Liverpool today, and will continue across Leeds Beckett University, the University of Nottingham, University of Cardiff and Bristol University this week, concluding with an appearance at Brighton Pride in August.
The marketing activity is headed up by 12 recently-recruited brand ambassadors, dubbed the ‘I Heart Sip Squad’. Global Drinks Intel has requested further information on the hires.
Henkell Freixenet said the campaign, centred on I Heart’s sparkling range, “combines product sampling with social-first experiences” such as scratch cards and ‘selfie’ opportunities. “The activation is designed to maximise shareability and peer-to-peer amplification, which is key to engaging Gen-Z audiences,” the brand owner explained.
Last year, Henkell Freixenet partnered with Love Island contestant Liberty Poole for an I Heart campaign also aimed at Gen Z in the UK.
In April, the sparkling-wine giant posted a flat set of sales figures from last year, warning also that 2026 is likely to prove “demanding”.
