Morrisons is launching a partnership with TV presenter and award-winning wine expert Olly Smith, with the aim of showcasing its food and drink range for Christmas.
The campaign will see Smith recommend his favourite bottles of wine for Christmas that pair with the supermarket’s festive food range.
An ‘Olly’s Wines of Christmas’ collection will be available in Morrisons stores and online from 20th October. Customers will also be able to find more details on his wine and food pairing recommendations in-store, online and across the retailer’s social media channels.
The tie-up includes Morrisons selling Smith’s latest book Wine: Everything you need to know.
John Morris, Trading Director of BWS at Morrisons, said: “We’re delighted to welcome Olly Smith to Morrisons as our newest ambassador, just in time for the festive season. Olly’s expertise, passion, and infectious enthusiasm for great wine make him the perfect partner to help our customers discover bottles they’ll love, from our broad range of high quality wines suited to all budgets.”
Smith added: “I’m thrilled to be joining the Morrisons family this Christmas, and to share my passion for its exceptional wines for festive celebrations. This season is all about bringing people together, and nothing sets the scene quite like the perfect bottle alongside a Christmas feast. From sparkling celebrations to cosy evenings in, I can’t wait to help Morrisons customers discover new favourites that’ll ensure every glass is one to remember.”
NAM Implications:
- Much depends on the opposition.
- Fingers crossed…
