Accolade Wines-owned brand Hardys is investing a record £1m in its latest marketing campaign, spanning both out-of-home and ATL activity.
Building on the success of its global creative platform The Joy of Certainty, Hardys is taking its message of trust, quality, and modernity to a broader audience with an ITV partnership in drama programming and out-of-home advertising.
As part of the UK investment, Hardys has rolled out an out-of-home (OOH) campaign, spotlighting its higher-end Hardys Crest Cabernet Shiraz Merlot bottle. To date, the campaign has featured high-impact, large-format displays in cities including London, Manchester, and Birmingham, as well as key transport hubs such as London Waterloo and Manchester Piccadilly. With the addition of numerous digital six-sheet screens, the campaign is set to achieve estimated audience impacts of 17m individuals.
Meanwhile, Hardys’ partnership with drama programming on ITV will see a series of new idents air during popular ITV dramas and soaps, with additional online placements to extend the campaign’s reach.
Set to launch on 27th October, the light-hearted idents will engage viewers through relatable ‘drama truths and tropes’, aligning the certainty of Hardys with the unpredictability of their favourite TV characters and plot lines.
Tom Smith, Marketing Director Europe at Accolade Wines said: “Following the successful launch of our new marketing campaign and OOH, Hardys will return to TV at the end of October, partnering with ITV drama programming, during a season filled with gripping stories and complex characters. With over 9,000 global awards and a growing fanbase, each bottle of Hardys wine offers the sense of certainty that drama fans will be seeking amid all the twists and turns.
“As the UK’s top wine brand, with over 3.8 million households purchasing a bottle in the last year, Hardys sees nearly one million bottles consumed each week. Retailers should start stocking up now, as consumers will be actively seeking Hardy’s on shelves, presenting a prime opportunity to boost sales. With the highest repeat purchase rate of any wine brand, Hardys isn’t just a drink – it’s a trusted companion. Our ITV drama programming partnership seamlessly connects drama-filled TV moments with the enjoyment of Hardys reliable, high-quality wine, elevating both the viewing and drinking experience for customers.”
