Oddbins promotes itself as the source of interesting wine

Oddbins, the wine merchant and off-licence, has appointed Hooper Galton to produce its first national advertising work for more than two years.

The account has lain dormant since Oddbins parted company with TBWA\London but it was taken over by Castel Group last year.

Laurie Webster, the head of marketing at Oddbins, said: "Since the takeover, we've been reviewing every aspect of the business, including an extensive refurbishment programme. Now that's well under way, we feel the time is right for Oddbins to make its presence felt again."

Hooper Galton will kick off the campaign with press activity targeting lapsed Oddbins customers and wine drinkers who lament the domination of supermarkets in the wine-buying arena.

The brand campaign portrays supermarkets as the antithesis of imaginative wine buying. The work promotes Oddbins as the home of "rare and cheeky wines" that can't be found at its supermarket rivals. It makes the observation that people who buy their wine at supermarkets may become slightly depressed by the experience.

New work begins with targeted ads in The Observer Food Monthly supplement and the Time Out UK Eating Guide.

Martin Galton, a creative partner, designed and illustrated the ads.

The media account remains with MediaCom.

Oliver Lewis-Barclay, a managing partner at Hooper Galton, said: "The campaign idea stems from our own love of Oddbins and our shame that even we have found ourselves lazily starting to load up in the supermarket wine aisle."