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Groupe GCF turns spotlight on Calvet with new campaign

Published:  04 June, 2018

Les Grands Chais de France (Groupe GCF) has turned the spotlight on its Calvet portfolio with a new campaign and brand ambassador for the French wine brand.

The ‘Where’s your Rue du Calvet’ push, which breaks on the 24th of June, will comprise advertising in national newspaper food and drink supplements, an on-pack push and digital activity across social media.

Designed to cement the idea of Calvet as an authentic, pan-appellation French brand, the campaign features illustrations depicting Calvet wines surrounded by iconic and nostalgic images of France.

The activity would "propel the brand from its rich heritage into a contemporary and emotionally engaging voyage of French discovery with its consumers, both existing and new", said UK & IRE MD Mark Kears.

“The concept came from real insight; people have a personal and emotive relationship with France and we want to engage with this and bring France to our audience in the same way that Calvet does,” he said, adding Rue de Calvet marked a significant new departure for the brand by placing the consumer firmly at the heart of the campaign.

“We look forward to creating an emotional connection between this much loved brand and the great British public,” he said.

In addition to the campaign, the company has appointed Michelin-starred chef and TV personality Glynn Purnell as its brand ambassador. Glynn will be making his first of several pop-up appearance in the Rue de Calvet at the Blenheim Palace Flower Show, 22-24 June.

The campaign and new appointment coincides with Calvet celebrating its 200th anniversary this year.