The new Hardys campaign will encompass a full ‘360 degree activation programme’ which will run alongside the 2015 Ashes series, featuring an exclusive broadcast sponsorship on Sky Sports throughout this summer’s cricket season. It represents possibly the largest above-the-line investment by a wine brand in the UK.
Brand owner, Accolade says Hardys is doing well both in the UK market where the brand continues to hold the number 1 position (source Nielsen 52/we April 26, 15) in both the on- and off-trade and with a 5.7% share of the market. It makes the brand 30% larger than its nearest competitor.
Accolade says the brand is growing value sales at 10.5% and is presently, not only the largest but also one of a small number of brands to be growing in a declining market, currently worth £316.5m in the UK Off-Trade, selling more than 60m bottles. (source Nielsen 52/we April 26, 15).
The new campaign will also see the launch of a new creative which plays on the age old rivalry between England and Australian cricket teams for the Ashes and of a new digital campaign focussing around the #HardysENG and #HardysAUS for fans to engage with.
Accolade general manager wines, Paul Schaafsma said, “It has been a fantastic first year for Hardys, and England cricket, and now the second year is off to a great start with England’s success against New Zealand. We are delighted to be extending our agreement with Sir Ian Botham, as a cricket ambassador for the brand, and to be working with Michael Vaughan and, bowler Stuart Broad, for the first time.”
Cricket ambassadors for Hardys also include Glenn McGrath, Hardys’ ambassador in Australia.
Schaafsma said, “Hardys continues to be the UK’s number one wine brand. The brand’s performance goes from strength to strength and in the past 12 months we have sold 6 million bottles more than in the previous year.”