Hardys, the 168-year-old Australian winery, is returning to British TV screens this spring with ‘Certainty’, a campaign which champions the consistency and quality which have made Hardys the UK’s biggest wine brand.
It breaks on ITV on 3 March, and runs for six weeks, as part of a £3 million marketing investment by Hardys brand-owner Accolade Wines. The campaign is supported by in-store activity, digital advertising, social media and a partnership with online learning platform Learning With Experts, where shoppers can earn free lessons in exchange for honest reviews of Hardys wine.
Yonder Media handled the media strategy and buying, with creative by The Works. It is the first time Hardys has appeared on UK television since 2018. The investment follows Accolade Wines’ carbon neutral certification for its European branded portfolio, and as the company continues to invest in sustainability through its supply chain and packaging solutions.
“Hardys’ consistency in quality and wine style, year in year out, was the inspiration for our confident new creative, which shows how we’ve been a constant in people’s lives, present in key moments and for memorable occasions, throughout the decades, said Tom Smith, Europe marketing director for Accolade Wines.
“The consumer landscape will always change, and the last couple of years have certainly shown that, but our new campaign represents an exciting year ahead for the brand, offering reassurance to retailers and consumers that with Hardys you can always be certain. This significant investment instore and above the line will promote Hardys enduring status, and we expect it to deliver strong incremental sales and profit across the market.”
Ed Cox, Founder and Managing Director of Yonder Media, said: “It’s been fantastic working with the Accolade Wines team and energising to see their ambitions for Hardys, even as the brand enters its second decade dominating the UK wine market. For this return to television, it makes absolute sense to echo the Hardys ‘Certainty’ brand promise in media environments which are equally reliable, such as sport and drama, as well as in premium-quality YouTube placements.”
Source: Yonder Media
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