FRANCE UNCORKED

Published: 23 July, 2008

Posters have been going up in London and the north for Piat d'Or - the first ad campaign in a decade for the UK's most popular French wine. The 100,000 48-sheet poster campaign, which is running for the first two weeks of December - principally in London and Yorkshire - emphasises the brand's French origins. The images will also be used for promotional materials, such as shelf barkers and tasting booklets. The campaign also includes a sampling programme targeting commuters at mainline stations in Wimbledon, East Croydon and Bromley South in Greater London, and York. Emma Chamberlain, marketing manager for Piat d'Or at Percy Fox, told Harpers that Piat d'Or is the tenth best-selling wine brand in the UK, with three million customers. Following the spring relaunch with new blends for the whole range, Chamberlain said that the priority is to get the brand in front of consumers and to get them to taste it again. Piat d'Or has been voted Best UK Product Relaunch 2001 in the French Wines Awards for Excellence.

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