Pernod ploughs £1m into Campo Viejo push

Published: 03 November, 2008

Pernod Ricard is launching a £1 million ad campaign to push its Campo Viejo Rioja wine brand.

Pernod Ricard is launching a £1 million ad campaign to push its Campo Viejo Rioja wine brand.

The outdoor and online campaign will launch later this month across London and the South East, and is designed to focus on the brand's positioning as 'Rioja like no other'.

Ads will run at train and tube stations, on roadside billboards and on a 46 metre banner above London Bridge train station.

A series of 33 taxi liveries will also feature the advertising for a six month period, as will the taxi receipts and undersides of the fold-away seats.

The advertising campaign will be further bolstered with a national online campaign including banners, skyscrapers and leader boards on various websites including the Times, Telegraph and Guardian, reaching around eight million consumers.

The Campo Viejo microsite, www.campoviejowines.co.uk, has also been redesigned to support the campaign and will be launched in tandem with the new advertising, intended to further engage consumers with the brand and the Rioja region.

The activity is designed to build on the brand's category leadership; it overtook own-label Rioja in terms of value share earlier this year, and its current growth stands at 14% in volume and 15% in value. In contrast, own-label Rioja has shown a decline of 22% in terms of value and 27% in terms of volume.

Pernod Ricard UK's head of marketing for wines, Annabelle Kuhn, said: "Campo Viejo is a strategic priority for Pernod Ricard UK and this heavyweight campaign supports the fact that we're committed to building brands that will succeed in the long term.

"The campaign aims to drive awareness of the brand to encourage consumers to try Campo Viejo. Campo Viejo's approachable wine style gives a modern twist to current consumers' perceptions of Rioja, making it relevant to today's tastes."