JWT London is to create a new &£1m advertising campaign for leading wine brand Blossom Hill after being hired by owner Percy Fox & Co.
The appointment is the first step in a major marketing drive by Blossom Hill in 2006, which will include a sampling campaign and PR, as well as the new ads.
Blossom Hill is the UK’s number one defined wine brand in the off-trade, according to AC Nielsen figures from October. Percy Fox also produces Piat D’Or wine.
Brand managers of Blossom Hill are hoping the integrated marketing and advertising campaign will result in a major boost to market share for the brand. Blossom Hill sales were worth &£90m in 2005, 12 per cent higher than 2004, a rise helped by the brand’s sponsorship of US television sitcom Will & Grace.
Separately, JWT has been assigned to develop a six-figure integrated campaign for Shepherd Neame’s bottled ale Bishop’s Finger. It is the second piece of business the brewer has awarded to JWT following its work for Kingfisher Indian Lager.
JWT was awarded the Bishop’s Finger business, previously handled by RPM3, without a formal pitch, and the campaign will break in the spring. Media is being handled by Mediaedge:cia.