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Campo Viejo tries to change opinion

Published:  23 July, 2008

Pernod Ricard UK is launching its first consumer press advertising campaign for the Rioja brand Campo Viejo for five years.

The new campaign features three executions', each one challenging popular perceptions of Rioja. They are: Tapas not required'; Who says you can't make Rioja from velvet?'; and Rioja with a hint of oak - not a sideboard full' (pictured right).

The adverts will be run in newspapers including The

Daily Telegraph and Daily Mail, and magazines such as Marie Claire, Time Out and Observer Food Monthly.

Adrian Atkinson, Pernod Ricard UK's wine development director, said: The advertising campaign aims to break the perceptions that consumers currently have of Rioja - such as heavy, oaky, only for special occasions - and demonstrate

to them that Campo Viejo is a Rioja like no other; it is more approachable and has a bit of an edge.'

The campaign will run from mid-October to the beginning of December, and have a second run in 2007.

Campo Viejo is also sponsoring The Times bfi 50th London Film Festival, and will offer readers the chance to win a trip to Rioja.