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Hardys promotes One Love.
(From Off Licence News)
Byline: Laura Clark
Constellation Europe is spending AGBP12Amillion on an above-the-line ad campaign for Hardys.
The investment is the biggest ever ad spend for a wine brand in the UK, Constellation claims.
The national push aims to reinforce the heritage of the Australian brand by telling the story of Thomas Hardy, who, in 1850 at the age of 20, travelled to South Australia from Devon to establish a winery on the banks of Adelaide's RiverATorrens. Breaking this week, a TV ad will run with the strapline: One Love Since 1853. The ad features a time-lapse shot of a growing vine with a voiceover explaining the challenges Hardy had to overcome in order to pioneer wine production in the New World.
It will be backed by ads in consumer press, in-store POS and sponsorship of Sky Box Office and DVD hire company Lovefilm. Constellation has also secured a 15-week sponsorship deal with ...
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