Australian wine brand Hardys has launched a new £4m campaign this week, to coincide with its sponsorship of the English cricket team and this summer’s cricket season.
The campaign will encompass a full 360 degree activation programme which will run alongside the 2015 Ashes series, featuring an exclusive broadcast sponsorship on Sky Sports throughout this summer’s cricket season.
Hardys is currently enjoying success in the UK market where the brand continues to hold the number one position in both the On- and Off-Trade, with a 5.7% share of the market, which now makes it 30% larger than its nearest competitor. The brand is also growing value sales at 10.5%.
The new campaign will also see the launch of a new creative which plays on the age-old rivalry between the England and Australian cricket teams, and of a new digital campaign focussing around the #HardysENG and #HardysAUS for fans to engage with, under the tag line: “Hardys of Australia, proud sponsors of England cricket. Show your support this summer with #HardysENG or #HardysAUS to win prizes!”
Commenting on the launch, Paul Schaafsma, General Manager for Accolade Wines, said, “It has been a fantastic first year for Hardys, and England cricket, and now the second year is off to a great start with England’s success against New Zealand. We are delighted to be extending our agreement with Sir Ian Botham, as a cricket ambassador for the brand, and to be working with Michael Vaughan and, bowler Stuart Broad, for the first time.”
Cricket Ambassadors for Hardys also include Glenn McGrath, Hardys ambassador in Australia, where the brand also sponsors their national side, Cricket Australia.
Schaafsma concluded: “Hardys continues to be the UK’s number one wine brand. The brand’s performance goes from strength to strength and in the past 12 months we have sold 6 million bottles more than in the previous year.”
