Caroline Thompson-Hill, marketing director for Europe at TWE, said the brand needs a compelling shopper marketing campaign to win over consumers. "The wine category is a battleground," she said. "Most decisions are made at the point of purchase."
Thompson-Hill said last year’s campaign, "Share a little loveliness", grew brand awareness from 70% to 87%.
Blossom Hill is working with Geometry@JWT on the Feelunique promotion, which includes more than £16m worth of "money off" vouchers and almost seven million "20% off vouchers" given away on bottles. It will be supported by a TV campaign by J Walter Thompson, launching in June.
Blossom Hill was overtaken by Echo Falls as the UK’s second-biggest wine brand after sales fell 14.9% to £188.9m in the year to February, according to IRI data. This followed a 10.2% decline in sales the previous year. The biggest brand is Hardys.*
Thompson-Hill said the slump was a result of marketing underinvestment by Diageo, which sold the brand to TWE in January 2016. "Blossom Hill always has been a really strong brand," she said. "Consumers still loved it, it just hadn’t had the support it needed."
* Echo Falls' sales total includes its blended wine product, Fruit Fusions. In the year to 22 April, the Echo Falls brand had total sales of £195.3m. Exclusing Fruit Fusions, sales were £182.8m - behind Blossom Hill, on £185m (IRI data).