Beefsteak Club unveils second London bus ad campaign

Ehrmanns-owned wine brand Beefsteak Club has unveiled its second London bus advertising campaign to coincide with the London Wine Fair.

The brand has launched its campaign on London Routemaster buses this month after a successful campaign in September last year.

Called ‘Raise the Steaks’ the campaign has an estimated reach of 2.48 million people. It will tie in with a social media competition where consumers can win a bottle of wine by taking a picture of the bus and uploading it onto social media with the hashtag #RaiseTheSteaks.

Supporting video content has also been released alongside the campaign and is featured on the brand’s homepage. 

A statement from Ehrmanns said that the decision was made to repeat the activity “after significantly widening distribution for the brand over the last six months”. Beefsteak Club has achieved new listings in Sainsbury’s for its Braai Edition Wellington Malbec, Morrisons for its original Argentine Malbec and Booths for its French Malbec. The brand, together with its white wine partner Tuna Club, will be sold on P&O cruises from this month.

Wines under the brand are now exported to 30 countries with Bahrain, UAE, Japan, Taiwan, Vietnam and the US recent being additions to its exports.

Beefsteak is also upping its marketing promotions, becoming the official sponsor of barbecue event Smoke & Fire Festival in Maldon on the 17-18 August, and taking part in Foodies Festival Syon Park (25-27 May), The Wine Gang (15 June), and Taste of London (19-23 June).

Director of London wine distributor and importer Ehrmanns, Hugo Campbell, said: “We are gradually building up a loyal consumer base for the Beefsteak Club, and it’s vital that we continue to invest in our consumer and out-of-home campaigns to keep the brand as visible as possible.”