Treasury Wine Estates (TWE) is bringing last year’s Lindeman’s Sunshine campaign back for 2015.
To kick off the campaign, TWE is launching a competition on 1st July which will run for two months, giving independent retailers the chance to win £1,000 worth of flight vouchers from Trail Finders. To win, retailers just need to take a picture of their fixture, including the Lindeman’s ‘Enjoy This Evening’ PoS, which will be available in wholesaler depots nationwide, and send it to indies@promowinners.com.
The main prize will be awarded to the retailers with the most creative display, showcasing Lindeman’s Bins wine and the ‘Enjoy This Evening’ campaign. There will also be a case each of Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz up for grabs for two runners up.
Shaun Heyes, Business Sector Controller – Impulse, EMEA at Treasury Wine Estates commented: “Figures show that an incredible 89% of consumers in convenience stores buy wine to drink the same day, showing why the simple call to action of the ‘Enjoy This Evening’ campaign’ works particularly well in the Convenience channel. This presents a huge opportunity for retailers to grow their sales by ensuring they have the right range on the fixture, at the right price point, as well as a chilled offering of white and rose wine.”
The competition will run alongside a consumer-facing digital campaign aimed at Lindeman’s target audience of 30-50 year old women who balance busy lifestyles while managing to remain digitally active.
The campaign leads on from Lindeman’s recent launch of a new range of PMPs following a successful trial of initial range last year. TWE says the first phase of PMPs performed exceptionally well with figures highlighting an increased rate of sale over and above the standard packs, meaning more cash through the till for customers stocking the range.
The new range of PMPs includes Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz which will now be available at a £6.99 price point.
