Leo Burnett triumphs in wine tussle

Leo Burnett has been appointed to handle the &£1m advertising account for Spanish wine producer Freixenet following a two-way pitch against Miles Calcraft Briginshaw Duffy.

Incumbent Euro RSCG KLP did not repitch. The review was handled by Agency Insight and overseen by Freixenet’s sales and marketing director Robin Campbell.

Leo Burnett will initially work on the relaunch of Freixenet’s Cava and Ash Tree Estate brands. Ash Tree Estate is a still wine, launched last year. It is likely the campaign will use press, radio and online advertising.

Freixenet is the world’s main producer of sparkling wine, and has recently been trying to increase awareness of its brands. Last year it launched an advertising campaign featuring the strapline “Feeling a little Freixenet”.

Freixenet’s decision to appoint a new agency follows a similar move by its main rival, Mateus Rosé, last month. It appointed Euro RSCG London to rejuvenate its image and boost sales (MW March 10). It wants to boost its appeal among young drinkers and will launch a television campaign later this year targeting 20- to 35-year-olds.