Blossom Hill gets new packaging in £2.1m campaign

By Gemma McKenna

Published: 22 April, 2014

Blossom Hill has revamped its packaging - backed by a £2.1 million marketing campaign - to encourage consumers to shop across the brand.

The campaign invites consumers to explore "The Wonderful World of Blossom Hill" and aims to clearly signpost the brand's "fruity wine taste".

The Diageo-owned brand will now distinguish better between its value for money red and white wines and its rosé and varietal ranges.

Kevin Chinn, marketing director at Percy Fox & Co said: "This is the start of an exciting summer for Blossom Hill as we inject a substantial marketing investment into the brand. Blossom Hill is the nation's most loved wine brand with over 10 million drinkers and the packaging refresh and new brand positioning aims to amplify the reasons why our customers love the brand.

"Blossom Hill is built on superior taste and excellent quality and our new packaging across the entire Blossom Hill wine portfolio will leverage our position in the marketplace by creating stronger stand-out on shelf and increasing sales."

The support package includes PR, point-of-sale materials in-store and a planned ATL campaign, which includes TV advertising, Video on Demand and YouTube.

Blossom Hill is distributed in the UK through Diageo-owned Percy Fox & Co.

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