Accolade Wines, the UK’s number one wine company, has announced it will be globally investing over £5m behind Hardys, the UK’s biggest wine brand, 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.
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.
“Hardys has dominated the UK market for over a decade and its unrivalled success is testament to the brand’s relentless desire to produce quality wines at every price point,” 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.
As part of the through-the-line campaign, Hardys will offer consumers a no questions asked ‘money back guarantee’ which will be communicated across brand activations at point of purchase, through digital advertising sites at high footfall public areas and driven through social and traditional media channels. Other themes will tap into motivating consumer occasions such as world events, sport and gifting.
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.
Ade McKeon, Regional Managing Director Europe, says: “Hardys is at the forefront of the UK wine market and has secured its status with pioneering wine making and consistent marketing. We take no one bottle sold for granted and we have a passion to delight every consumer with every sip of our wine.
“At a time when the world feels uncertain, we know that we can offer a guarantee that Hardys quality will never let you down. We are so certain that we will provide a refund to any consumer that isn’t completely satisfied. It’s a bold statement in a bold creative and it’s fitting for a brand that has always set the standard.
“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,” adds McKeon.