Click through to view the latest campaign for Pernod Ricards Campo Viejo brand in the UK

Click through to view the latest campaign for Pernod Ricard's Campo Viejo brand in the UK

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Pernod Ricard has launched its first print advertising push in three years for its Campo Viejo wine brand in the UK.

The company said today (23 September) that the brand, which was rumoured to be lined up for a sale two years ago, will be the subject of 'Live Uncorked', a platform that will run in the UK in the build-up to Christmas. The campaign includes a media partnership with The Guardian and The Observer newspapers, as well as more general press advertising and will run until the end of November. In addition, the campaign will be supported with in-store activation to encourage trial.

The push will include a series of advertorials in the two newspapers, showcasing modern Spanish culture and highlighting the presence of Spanish lifestyle, culture and philosophy in the UK.

“As Rioja category-leader, we are investing substantially to drive … awareness not only of the brand, but also of the wider Rioja category, to more than 6m people,” said Simon Thomas, deputy MD for wine at Pernod Ricard UK. “Reflecting the Spanish outlook of life, ‘Live Uncorked’ has been created to appeal to both current and new consumers who are ‘culturally curious'.”

Financial details behind the investment were not disclosed.