Constellation Europe is ramping up its UK advertising budget investing £12m in flagship brand Hardys. A TV campaign breaks next month supported by a number of sponsorship deals.
The work, created by McCann Response, features the strapline “One love since 1853” and focuses on Thomas Hardy, who created the Hardys Australian wine brand.
The agency, part of McCann Erickson UK, won the account in November last year. Media planning and buying is being handled by ZenithOptimedia, which was appointed across Constellation Europe brands in October 2007.
The campaign will break during the first weekend of April and will be supported by on-trade and off-trade promotions and outdoor, online and experiential marketing activity.
Constellation has also struck a one-year deal with BSkyB, to sponsor Sky Box Office films certified 15 and above. Separately, it will sponsor Lovefilm, the UK’s biggest DVD rental service. This will tie in with a 15-week deal with The Times, which will include a promotional booklet and microsite featuring films being screened in Vue cinemas nationwide.
Constellation Europe president Troy Christensen says: “The plans that we have put together behind the brand will ensure that Hardys maintains its number one position and continues to grow.”