TWE to relaunch Blossom Hill new packaging with £2m summer marketing campaign

By Erin Smith

Published: 24 May, 2016

Treasury Wine Estates is launching a new £2 million summer marketing campaign called "Share a Little Loveliness" as part of a packaging redesign for Blossom Hill.

It will be the largest media spend for TWE in the past three years and is the largest spend for the brand in the last five years. It is the first activity since TWE acquired the brand in December from Diageo.

"We are delighted to make our first big announcement on the Blossom Hill brand in the UK since acquiring it in December. Blossom Hill is a consumer and customer favourite, so we are really excited to be able to support the brand as we come up to the all-important summer months with such an ambitious platform of investment," said Caroline Thompson-Hill, head of marketing UK/I, Western Europe and Blossom Hill.

The campaign will kick off with TV adverts which will start to run on air 20 June and will run for three weeks. Simultaneously there will be out of home advertising at tube and rail stations with digital posters running for five weeks. That will be combined with roadside posters and in-store smart screens adverts and point of sale purchase fixtures. A large online component will cover the entire eight week campaign via social media through Blossom Hill's Facebook and Instagram accounts.

"Summer is always our biggest time for Blossom Hill and that is our real focus," said Thompson-Hill.

A key focus will be the independent wholesale and impulse channels as these channels proved critical to the success of the Wolf Blass Rugby campaign that TWE ran last year. For this campaign TWE will be focusing on providing point of sale fixutres as part of the activation in store.

Those customers are getting as excited about this as we are. We are working as hard as we can to get the,

"It won't be optimal if you can't execute the campaign and do a fantastic job at the point of purchase. We work very closely with our retailers and our customers. It is not a one size fits all for every customers. We will have ideas about how we can offer display units and point of sale fixtures. We are working with national chains and cash and carry outlets about how we can bring this to life," said Dan Townsend, general manager Europe at TWE.

The campaign will focus on the the core labels in the range initially, but will the new design will be roll out across mini-formats within 2016.

The acquisition of Blossom Hill took Treasury Wine Estates to the number two wine supplying company in the UK by value in off-trade to £385 million, only second to Accolade Wines.

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