Campo Viejo, the UK’s no.1 red wine brand, is launching a new marketing campaign that brings to life the Spanish way of life, ‘Decanta La Vida’
Campo Viejo, the UK’s no.1 red wine brand, is launching a new marketing campaign that brings to life the Spanish way of life, ‘Decanta La Vida’
Campo Viejo, the UK’s no.1 red wine brand[1], is launching a new marketing campaign that brings to life the Spanish way of life, ‘Decanta La Vida’. The new creative captures the spirit of sharing, whether that’s a bottle, stories or feelings, and will be rolled out from 19th October on Video on Demand, digital display, social media and PR, with key channels including All 4, ITV Player and Sky Player.
Reflecting the aspirations of consumers to once again come together and share real time with each other, the colourful campaign sees six friends through their 20s, 30s and 40s gathering around a table to enjoy a meal and a bottle of Campo Viejo, and reflects the true essence of the convivial nature of the brand. The campaign will run for four weeks and is set to reach 65% of UK ABC1 adults, and is part of an overall increased investment in the wine category by Pernod Ricard UK, following the recent appointment of Lucy Bearman as Wine Portfolio Director.
Campo Viejo is growing +17.8% in value, well ahead of total category growth, whilst Spanish wine is amongst the top 10 Countries of Origin and holds a 8.6% market value share[2]. The wine category gained momentum over the lockdown period, fuelled by the rise of at-home consumption as more consumers enjoyed wine at home as opposed to in pubs and bars.
Lucy Bearman, Wine Portfolio Director for Pernod Ricard UK, comments: “Campo Viejo is a flagship brand within a booming category and we’re delighted to be sharing this new creative across a multi-media platform. Shared moments are at the heart of our brand and we believe the campaign’s positive depiction of the future will appeal to our broad target audience as consumers look forward to being around the table again together.”
The brand will also be highlighting the breadth of its portfolio through the campaign. Its Tempranillo, Reserva, Rosé and Blanco SKUs will feature in both the lead creative and social media assets, which will coincide with PR, in-store and eCommerce activity calling out Campo Viejo as the no.1 Rioja in the world. The campaign was created by Crispin Porter Bogusky London and is their first campaign for Campo Viejo since being appointed by Pernod Ricard UK earlier this year.
The 20-second digital creative can be viewed here: https://www.youtube.com/watch?v=rDJv6h6C3u0&feature=youtu.be