Burgundy UK autumn promotion
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The highly successful Burgundy The Home of Chardonnay & Pinot Noir consumer advertising campaign is back this autumn. The campaign will appear in national weekend supplements and lifestyle magazines from mid September 2006 to the end of November 2006.
The campaign is extended this year with a specific trade visual which will precede the consumer ad. It will inform the trade that Burgundy will speak to 1.2 million wine drinkers or in other words 78% of the Burgundy target audience (regular ABC1 wine drinkers, aged between 35 and 65 who are prepared to spend between £6 and £15 per bottle).
Created following extensive customer research, the consumer ads aim to make Burgundy wines more accessible by simplifying the offer. In a country where grape variety is a key wine-buying criterion it is essential to demystify Burgundy for the consumer by claiming back the region’s two popular grape varieties: Chardonnay and Pinot Noir.
“The Home of campaign goes back to basis and speaks the customer’s language” explains Michel Baldassini, President of the Bureau Interprofessionnel des Vins de Bourgogne (BIVB). “We needed to simplify the offer and portray Burgundy wines as approachable to the UK wine consumer. While delivering a relevant message, the consumer campaign conveys the authenticity and uniqueness of Burgundy derived from the perfect match of the grape with its terroir, but without actually using the complex ‘T’ word. The challenge was to modernise our image and adapt to the needs of the consumer without losing our identity”.
The Home of campaign was very well received by trade and consumer alike at its launch. A post test will be carried later on this year to assess its overall impact.
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