The Kumala brand was refreshed last month

The Kumala brand was refreshed last month

Accolade Wines' has launched a UK marketing campaign for its South African brand Kumala tied to the DVD release of Nelson Mandela movie “Long Walk to Freedom”.

The push will include press, in-store and social media activity around the film, Accolade said today (14 April). Consumers will also be able to win a trip to South Africa and copies of the DVD through a Facebook competition.

The competition is the first step of a new social media strategy for the brand - Klub Kumala - that will run across a variety of social media platforms later this year, Accolade said. 

Total spend on the campaign was not disclosed. 

“Long Walk to Freedom” is a biographical film based on the life of the former freedom fighter and South African president. The DVD is due for release on 28 April.

Accolade previously announced a refresh for Kumala's pacakging last month.