The world’s number one Rioja brand, Campo Viejo, is doubling down on its dominance in UK wine aisles with a new TVC campaign under the banner: ‘Add Some Pasión’.
Live now across the UK and Ireland and backed by a £1.4 milllion investment spanning TV, digital and in-store activation, the spot marks the start of a new chapter for Campo Viejo. Already established as the UK’s number one Spanish wine brand and a top 10 player overallthe brand is looking to convert this scale into seasonal spend – encouraging trade up at fixture through stronger occasion cues.
Whilst firmly rooted in its Rioja credentials, the new creative marks a clear evolution in how the brand shows up – shifting beyond provenance and quality cues to tap into something more powerful: the energy and spontaneity of the Spanish way of life. By bringing Spain’s Pasión to the fore, the campaign repositions Campo Viejo as a catalyst for more connected, expressive dining moments, giving shoppers a compelling reason to rethink their habitual wine choices, unlocking bigger basket spend and stronger category value for retailers.
Jennifer Beale, marketing manager at Vinarchy said: “Spain represents a real sense of spontaneity, connection and Pasión, which is what we wanted to capture with this campaign. Campo Viejo has always been trusted for its quality, but we know there’s an opportunity to show up in a more emotional, relevant way – especially around moments like Easter, when people are coming together and looking to make it feel a bit more special.
“This campaign is about bringing that Spanish spirit to the table – helping shoppers think differently about the role wine can play in those moments. And for our retail partners, it’s about creating a stronger reason to choose, trade up and ultimately drive more value at shelf.”
