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Italian wine Canti launches £1 million ad campaign

Published:  04 November, 2010

Italian wine brand Canti is launching a £1 million ad campaign in the run-up to Christmas.

Fratelli Martini, parent company to Canti Wines, is supporting the brand's first-ever ad campaign, which plays on the meaning of Canti - Italian for song. The campaign strapline will be "Music to your Tastebuds".

Due to launch in late November, the pre-Christmas campaign will feature in national press, on buses and in taxis.

Continuing in 2011, the campaign will extend to incorporate outdoor, press, on-pack, digital and social media.

The main aim is to support listings in key accounts by broadening consumer awareness of the Canti brand.

A spokesman for Canti said the brand "understands the importance of creating a consumer brand in what has up until now been a predominantly price driven environment".

Italian Canti varietals Pinto Grigio, Merlot and Pinot Grigio Rose are available in major supermarkets across the UK.