Blossom Hill launches £2.2m campaign on taste, not price

Published: 03 September, 2012

Blossom Hill is investing £2.2 million in its largest media campaign to date, in order to focus on taste rather than price...

Blossom Hill is investing £2.2 million in its largest media campaign to date, in order to focus on taste rather than price point and help make consumers' wine choice easier.

The Explore The Taste campaign will attempt to tackle the issue that consumers find choosing and buying wine complex and are often confused by current retail displays and wine lists in licensed outlets (according to consumer qualitative research carried out by The Mix, May 2012).

The aim is to demystify the category and help consumers identify Blossom Hill to match their tastes. It believes there is an opportunity to display wines in a more accessible way via the taste experience.

The campaign will begin on September 3 with a 10 week TV sponsorship of the new Dallas series as well as press and outdoor advertising.

It will also be supported by social media with an interactive Taste Match, where fans invited to find their own perfect Blossom Hill wine for a chance to win taste experiences worth £100 every week.

The brand has also created a online and in-store visual taste-led approach with key retailer partners through store displays and shelf barkers and for on-trade customers via table talkers and menus.

Liz Ashdown, brand marketing manager for Blossom Hill at Percy Fox, said: "Current wine aisles and complex wine lists bring confusion for many mainstream wine shoppers, leading to a difficulty to choose which results in them defaulting to promotional deals and low price points as the key means of selection.

"It is our goal as the UK's number one wine brand to help drive value back into the category, by making the wine purchasing decision less complicated and helping consumers choose a wine they know they will enjoy without depending on price.

"Our new campaign will enable consumers to make an informed decision, based on simple taste cues, so that they can select a wine because they know they will enjoy the flavour rather than because of its low price point."

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