Following what it says was a “hugely successful” summer activity programme last year, Treasury Wine Estates (TWE) is bringing its Lindeman’s Sunshine campaign back for 2015 – again including a mix of digital, in store and shopper marketing initiatives.
To kick off the campaign, TWE is launching a competition on July 1 which will run for two months, giving independent retailers the chance to win £1,000 worth of flight vouchers from Trail Finders. To win, retailers just need to take a picture of their fixture, including the Lindeman’s “Enjoy This Evening” PoS, which will be available in wholesaler depots nationwide, and send it to email@example.com. The main prize will be awarded to the retailers with the most creative display, showcasing Lindeman’s Bins wine and the “Enjoy This Evening” campaign. There will also be a case each of Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz up for grabs for two runners up.
Shaun Heyes, business sector controller – impulse, EMEA at TWE commented: “Figures show that an incredible 89% of consumers in convenience stores buy wine to drink the same day [Kantar November 2014], showing why the simple call to action of the ‘Enjoy This Evening’ campaign’ works particularly well in the convenience channel. This presents a huge opportunity for retailers to grow their sales by ensuring they have the right range on the fixture, at the right price point, as well as a chilled offering of white and rose wine.”
The competition will run alongside a consumer facing digital campaign aimed at Lindeman’s target audience of 30-50 year old women who balance busy lifestyles while managing to remain digitally active. The digital campaign will include a partnership with Foodies100 to host a ‘Show Us Your Sunshine’ competition for bloggers to create their own food recipe to pair with Lindeman’s. Lindeman’s will also be heading to BritMums Live again in 2015 with its ‘Taste The Sunshine’ Hub to encourage sampling at the show in mid-June.
This supporting campaign for Lindeman’s follows its recent launch of a new range of price marked packs (PMPs) following a successful trial of initial range launched last year. Said Heyes: “Research has shown the first phase of PMPs performed exceptionally well with figures highlighting an increased rate of sale over and above the standard packs, meaning more cash through the till for customers stocking the range.” The new range of PMPs includes Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz which will now be available at a £6.99 price point.