Accolade Wines, a leading international wine company, has announced it will be globally investing over £5m behind core brand Hardys with a new strategy and creative campaign launching first in the UK from March. The campaign, ‘Certainty in an Uncertain World’, will champion Hardys quality and heritage through in-store activity, digital advertising, social media and PR with a £2m spend behind the brand in the UK in the first 6 months. Elements of the campaign are also being designed for specific use in global travel retail, specifically airports and ferry terminals. The new platform marks a milestone for Hardys as it moves into its second decade as the UK’s number one wine brand which delivers £115m more in value to the category than the number two competitor brand. Says Caroline Thompson-Hill, European Marketing Director for Accolade Wines. ‘’We have built on these foundations to create a unified global approach across our high performing Hardys portfolio to elevate our brand from the crowd and reflect its visionary outlook with quality at the heart.” Hardys was launched by Thomas Hardy in 1853 against a backdrop of global uncertainty. This was the inspiration for the new creative theme which guarantees certainty in an uncertain world. “This bold positioning is a worldwide declaration of the confidence we have in Hardys which has won over 9000 global awards and over delivered against the competition for decades,” adds Thompson-Hill Hardys has also unveiled a packaging update which is being rolled out across the range including consumer favourites Hardys VR, Hardys Crest and Hardys Stamp. The design will premiumise and unify the portfolio with strong and consistent visibility for the Hardys logo and crest on every bottle in the portfolio featuring the brand’s distinctive black and gold colourways. Those Hardys wines listed in global travel retail will see the new look coming onstream later in the year as vintages change on the more premium wines sold within the channel. Rupert Firbank, Accolade Wines Commercial Director, Global Travel Retail adds: “Hardys is a key brand for us within the global travel retail sector where consumers are reassured by its consistent quality and brand status. Last year we sold more than 1.3m bottles of Hardys in travel retail and this is a figure that continues to grow.” Hardys has dominated the UK market for over a decade where much of its success is its desire to produce quality wines at every price point. “In GTR we focus more on the premium end of the Hardys spectrum,” continues Firbank, “and see this distribution channel as the perfect opportunity for the existing Hardys lover to trade up, and for new consumers to discover the brand. “The new campaign perfectly sums up the premise that - at a time when the world feels uncertain, we know that we can offer a guarantee that Hardys quality will never let you down.” “Our significant investment will promote Hardys enduring and popular benefits to drive consumer demand. Hardys delivers the trade strong incremental sales and profit through the portfolio which offers wines at every price point for any occasion,” concludes Ade McKeon, Regional Managing Director Europe.
March 9, 2020Return to News