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Concha y Toro launches major TV advertising campaign in UK
Concha y Toro UK has launched a television advertising campaign across ITV, Channel 4, All 4 and Sky, focusing on its Argentine wine brand Trivento.
The advertising campaign, which will feature a 20-second advert shown across major terrestrial and satellite television channels, is the next phase of the company’s ‘bold discoveries’ marketing campaign.
The ad will be hitting screens today (27 April) and will be shown until 24 May 2020 during prime time shows including Gordon, Gino and Fred’s Road Trip, Bake Off – The Professionals, and Vera.
The campaign will support the earlier unveiling of a new series of 8 x 10-second Trivento idents as part of a partnership with the Discovery Channel, which is now in its third year. The idents will run across the Discovery channels, which include Discovery, Quest, DMAX, and dplay, from April until 31 December 2020.
In the 12 weeks to 21 March 2020, Trivento was thirteenth best-selling wine brand in the UK by value, excluding own-label sales. Value sales of its Private Reserve Malbec grew 93% in the 52 weeks to the 21 March, while its Reserve Malbec grew 54%, making it the best-selling Malbec in mainland Britain.
Commenting on the new campaign, Concha y Toro UK commercial director Clare Griffiths said: “The bold discoveries campaign is part of long-term brand-building investment which has already seen Trivento’s household penetration (the percentage of households buying the product) reach 5%, its highest-ever level [Kantar 52 weeks to 21 March 2020].
“As Wine Intelligence say, during times of upheaval consumers tend to revert to brands which make them feel ‘safer’. We know how important it is for leading brands not to “go dark” at times like these, so we’re making sure we talk to consumers in the right way via this mainstream campaign. No one can predict with confidence exactly how the rest of the year will play out, so we need to take these opportunities when they arise.”