Blossom Hill back on TV in biggest UK wine campaign for three years

US wine brand Blossom Hill is launching a £2m summer campaign, the first since Australia's Treasury Wine Estates acquired the brand from Diageo last December.

Blossom Hill was last on TV two years ago, when it was owned by Diageo
Blossom Hill was last on TV two years ago, when it was owned by Diageo

It’s also the first campaign for Blossom Hill since J Walter Thompson replaced Isobel as the brand’s creative agency, a result of JWT winning TWE’s entire global marketing services account in February 2015.

MediaCom, the brand's media agency, said the new campaign "Share a little loveliness" will be the biggest media activity seen by any wine brand in the UK for three years.

As well as a TV spot, which debuts on 20 June, the drive will involve 1,100 digital posters across major cities during July, in-store display ads and point of sale materials, and social media activity.

TWE is also launching new packaging for the brand, which it said would help bottles stand out on shelf and had improved purchase intent in consumer testing.

Caroline Thompson-Hill, head of marketing UK at TWE, said: "We are delighted to make our first big announcement on the Blossom Hill brand in the UK since acquiring it in December.

"Blossom Hill is a consumer and customer favourite, so we are really excited to be able to to support the brand as we come up to the all-important summer months with such an ambitious platform of investment."

Blossom Hill is the second biggest-selling brand in the UK off trade, although sales in the last year are down 8% to £208m (IRI, 52 weeks to 27 February).

The acquisition made Treasury the second biggest supplier in the market, after Accolade Wines, which owns number one brand Hardys. Hardys has focused its marketing activity on sponsorship of the England and Australia cricket teams in recent years.

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