Accolade Wine's Kumala in Mandela film tie-in

By Gemma McKenna

Published: 14 April, 2014

Accolade Wine's Kumala has tied in with the DVD release of Nelson Mandela film Long Walk to Freedom for a major consumer campaign.

As part of its Make Time for You initiatve, the producer has partnered with Pathé and 20th Century Fox Home Entertainment to celebrate the film, which comes out on DVD on April 28.

Consumers can win a trip for two to South Africa where they will have the chance to Robben Island as well as taste wines with Kumala winemaker Ben Jordaan. Other prizes include copies of the DVD to enjoy at home with a bottle of Kumala wine.

Kumala will also launch a series of advertisements in the national press as well as promotional activity in multiple retailers.

The competition will run for 15 weeks through the brand's Facebook page, where it has 78,000 fans. It marks the start of a new social media strategy Klub Kumala that will get underway later in the Spring.

Amy White, marketing controller for Accolade Wines said: "Kumala is the number one South African wine brand in the UK and in the enviable position of 45%+ growth year on year. We remain as committed as ever to driving forward not only our brand but also the South African wine category as a whole and we are confident that working alongside 20th Century Fox with the release of this much anticipated film will do exactly that."

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