Treasury Wine Estates (TWE) is preparing for the re-launch of the best-selling Blossom Hill wine range with a £2m “Share a little loveliness” summer campaign that includes brand new packaging (see above), a big social media and advertising campaign aimed at the brand’score female audience. The advertising includes Blossom Hill’s first appearance on TV since 2014.
This is the first activity for the UK’s number two wine brand since the TWE acquired the brand from Diageo last December and is claimed to be the largest consumer campaign for Blossom Hill in five years.
Caroline Thompson-Hill, head of marketing for the UK, Ireland and Western Europe at Blossom Hill, said the £2m summer campaign would be “the biggest media activity seen by any wine brand in the last three years”.
The campaign includes:
- A “Let It Blossom” TV advertising campaign, on-air from June 20.
- More than 1,000 digital posters in key commuter spots in major UK cities through July.
- Social media, with Facebook activity running throughout the summer.
- Activity in-store.
The new-look packaging (see above) will roll out from July.