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Blossom Hill launches £1.5m campaign

Percy Fox owned brand, Blossom Hill is launching a £1.5m press advertising campaign aimed at young women, in order to drive brand awareness and add value to the category.

The promotion that will feature the strapline 'California soul' will launch on September 15, and involve nationwide sampling, as well as in-store and digital activity.

It aims to target young adult females, by featuring in weekly and monthly women's lifestyle and foodie press as well as national weekend supplements.

The advertising focuses on the northern California roots of Blossom Hill and the great taste of new Vineyard Collection and of the Winemakers Reserve single varietal ranges.

Over 330,000 consumers throughout September and October through a partnership with Toni and Guy salons, Magic FM and The Good Housekeeping Institute, as well as exclusive screenings of new film, 'The Help' in London, Manchester and Leeds.

It will offer exclusive tickets to the screening of 'The Help' or a makeover at a Toni & Guy salon.

Liz Ashdown, marketing manager for Blossom Hill at Percy Fox & Co, said: "We're proud of the brand's Northern Californian roots and by focusing on this provenance, product awards and new Vineyard Collection innovation we aim to re-enforce the brands' product quality and taste credentials.

"In the current economic environment consumers are looking to justify every pound spent.

"By communicating and demonstrating the provenance and great taste of Blossom Hill wines we feel that consumers will have greater confidence to buy their favourite brand when not on promotion.

"Our investment in advertising and in developing market-leading and insight led innovation demonstrates the brands' commitment to driving consumer awareness in-store/outlet and in building value into the wine category."