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Campo Viejo relaunches Viva el Vino
Campo Viejo’s Viva el Vino on-trade initiative has returned to the UK with a meatier campaign as it gets introduced in a number of leading Spanish restaurants across the country.
This second phase of activity follows the 2009/10 drive and will take the dining concept to a number of major UK cities, starting with Liverpool, partnering with specialist tapas restaurant chains to introduce even more consumers to this alternative way of dining.
Campo Viejo, the UK’s biggest-selling Rioja wine brand, has turned the traditional restaurant experience of ordering food first and selecting wine to accompany on its head.
With Viva el Vino, customers choose their wine from a menu first – and they are then presented with a selection of food that is matched perfectly to their choices.
Liverpool-based Spanish restaurant Tapas Tapas was the latest venue to host the Viva el Vino campaign, where it has been available to diners from 1 November until tomorrow (1 December). Viva el Vino will then further bolster its regional roll-out, targeting a selection of leading Spanish restaurants.
“Viva el Vino showcases the range’s exceptional food matching abilities and gives partner restaurateurs the opportunity to drive further customer footfall in an innovative, progressive and engaging way,” said Mat Bird, head of marketing for Campo Viejo.
“The campaign has generated significant interest and excitement in the on-trade, and with the continued economic challenges, restaurant and bar managers appreciate new and innovative ways to attract customers into their restaurants.”
Michael Gledhill, owner of Tapas Tapas, added: “We’re delighted to be partnering with Campo Viejo to encourage our diners to add an air of mystery to their dining experience.
“We are truly passionate about Spanish cooking and serve the very best authentic Spanish ‘tapas’ style food prepared freshly on the premises to impress and excite our customers.
“Viva el Vino is a great way of getting consumers to really think about the wine and food they are enjoying and understand how a great wine can compliment and lift the flavours of the dishes they eat.”
Alan Lodge, 30.11.2010