Australian wine brand, Andrew Peace, is investing in its biggest-ever British campaign this summer with a major integrated marketing campaign – which includes its TV advertising debut.
The family-owned winery from the Murray Valley – which partners with UK industry giant Kingsland Drinks for its UK operations – has announced that it will team up with England cricket legend turned grill school king Matthew Hoggard to drive its relevance at the summer barbecue occasion and assert its “Good Times Are Now” brand ethos. The campaign will place its celebrated quality and price credentials at the centre alongside its stamp of approval from Good Housekeeping Institute.
Called The Sunshine Food Tour, the ambitious campaign will include targeted digital TV advertising, a heavy-weight 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 very 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 great 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 much-loved Shiraz and Chardonnay which are already a big hit with shoppers. The four-wine range means that consumers have a wider choice of liquid for summer occasions, and the vegan-friendly wines have all achieved Good Housekeeping Institute accreditation, which is highlighted on the caps as a cue for quality and craftsmanship.
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.
“Andrew Peace wines are created and crafted by Andrew and his family at his winery in the Murray Valley, South Australia, and bottled, packed and distributed here in the UK by Kingsland Drinks. This eco-friendly and efficient way of shipping wines to the UK from sunny Australia means that shoppers get to enjoy well-made, great quality wines for less – something which truly resonates with shoppers in the current climate.”
The campaign will roll out across the UK ahead of the peak summer trading period, supporting current listings and driving the brand forward with UK consumers.
