Pernod Ricard has launched a UK marketing campaign for its Campo Viejo wine brand that focuses on socialising with friends at a time of lockdown.
After the UK re-entered a tiered system to combat the spread of COVID-19 last week, the group’s UK division has started offering online purchasers of the Spanish wine’s Rioja Tempranillo and Viura-Tempranillo Blanco iterations complimentary life-size pop-ups of friends or family for a limited time. The activation, entitled ‘Buy One, Get Juan Free’, kicked off this week and is housed on shareawine.com, a URL set up specifically for the activation, where consumers can upload pictures of their chosen friend or family member.
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According to a survey conducted for Pernod Ricard UK, around a quarter of UK citizens have spent more time with friends this year than in 2019 thanks to virtual parties, while 67% have reconnected with old friends or made new ones during the pandemic.
Early last year, speculation mounted that Pernod was lining up its exit from wine, with Bloomberg claiming the group had conducted negotiations about selling Campo Viejo, along with the Brancott Estate and Jacob’s Creek brands, among others. Speaking exclusively to just-drinks later in the year, however, group CFO Hélène de Tissot reiterated Pernod’s intention to remain in wine.
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