Australian wine brand Andrew Peace is investing in its biggest-ever marketing campaign in the UK, which includes its TV advertising debut.
The family-owned winery from the Murray Valley – which partners with Kingsland Drinks for its UK operations – has teamed up with England cricket legend Matthew Hoggard, who now runs grilling courses, to drive its relevance at the summer barbecue occasion and assert its ‘Good Times Are Now’ brand ethos. The campaign will place its quality and price credentials at the centre alongside its stamp of approval from the Good Housekeeping Institute.
Called The Sunshine Food Tour, the campaign will include targeted digital TV advertising, an ambassador campaign, a series of partnerships in the food space, recipe creation and photography, consumer research and PR and influencer activity developed to assert the brand throughout summer and support its listings in Tesco, Co-op and Morrisons.
The campaign aims to place the brand at the heart of the ‘big shop’ for sunny days in the garden, barbecues on a budget with friends and alfresco eating, as well as being front of mind for smaller, more ad-hoc shops inspired by summer days and good weather.
The campaign comes off the back of a period of growth for the brand, which has seen it expand its national footprint in recent months. Andrew Peace has also launched two new SKUs – a Pinot Grigio and a Cabernet Sauvignon – both of which are available in Tesco stores under its MasterPeace label, alongside its Shiraz and Chardonnay lines, which have already proved popular with shoppers.
Vicky Wood, Head of Brand Development and Insights at Kingsland Drinks, said: “Andrew Peace is gaining momentum very quickly in the UK, and the brand has already earned a loyal fan base of shoppers who appreciate its well-made wines and excellent value prices. This year, the investment is the biggest and boldest yet, meaning that we can propel the brand to new heights with TV advertising as well as a plethora of other marketing tactics, which are aimed squarely at UK shoppers.
“As purse strings tighten, consumers are still looking for ways to eat and drink well at home, and this has been something which the brand is perfectly placed to deliver. During the Covid lockdowns, Andrew Peace kicked off its UK summer takeover with its ‘Good Times are Now’ brand platform, and this campaign forms the latest chapter of the series.
“The Sunshine Food Tour will show Brits how to pair the great wines with easy-to-make, tasty barbecue classics on a budget. With Matthew ‘Hoggy’ Hoggard and his grill school at the helm, we will bring the recipes to life across a wide number of channels, encouraging Brits to enjoy big eats and big flavours without breaking the bank.”
