Cono Sur targets foodies with new TV ads

By Jo Gilbert

Published: 18 May, 2018

Leading Chilean winery Cono Sur has launched a major new primetime TV ad campaign highlighting wine and food, which is set to reach 13 million viewers over six months.

The Crafted with Care campaign represents a team up between the Chilean producer and the Food Network - the number one lifestyle channel in the UK.

The brand is targeting ABC1 wine drinkers for whom “taste is paramount” while also drawing on the high prevalence of wine and food matching in the UK, where 74% of wine occasions feature food.

The ads will be shown during popular cookery shows like Jamie’s 15 Minute Meals, Jamie & Jimmy’s Friday Night Feast & Paul Hollywood’s City Bakes and feature Cono Sur Bicicleta, currently the top selling Pinot Noir in the UK according to Nielsen.

The 30 second ads will tell the story behind the brand’s famous bicycle icon, which points to method of transport used by Cono Sur workers use to travel around the estate, and highlight the trend for craft products and sustainable winemaking, the brand said.

“These consumers are united by striving for great taste, from both their home cooked meals and also their choice of wine,” said Cono Sur senior brand manager James Hick.

“They believe in the ‘craft’ philosophy where a human touch is important and less mass-produced, and they are looking for a wine to enrich those mid-week meals where that extra bit of care is taken.” ot only do we have our Bicycle icon now embossed on our new-look packaging, but we want consumers to understand how the bicycle is an integral part of everyday life in our vineyards”

The campaign is the first of its kind for Cono Sur since launching in 1993.

Since then, it has built up a solid presence in the UK with Bicicleta Pinot Noir growing 10% by value over the past 12 months, worth almost £9.6 million.

Bicicleta Viognier is seeing even stronger growth, growing at 18% by value to £3.4 million (Nielsen Value 52w 27.01.18).

Recently, the brand added a Gewurztraminer and Malbec to its range, which now sit alongisde the Pinot Noir, and Viognier, Sauvignon Blanc and Merlot labels, retailing at around £7.49.

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