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Touch PR:

Tel: 00 +44 (0)20 8544 6900


Hardys Wines

Task

Relaunch healthier and tastier Dairylea Lunchables and counter negative health connotations among Mums with 7-11 year olds

Approach

A highly visible and concentrated campaign of controlled messages to ensure a positive presence for the brand in a hostile media environment. Production of a Fun & Fitness Guide using neutral fitness and diet experts was produced and stitched in to target media. Tastings were conducted with journalists in a face to face environment. Competitions to win your own children’s party instructor were run across the UK.

Impact

30 titles featured the re-formulated product alongside fun and fitness advice, tips and practical exercises in a four week period to support in-store relaunch. Hostile press coverage was negated and over 20,000 entries received for the competition.

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Relaunch healthier and tastier Dairylea Lunchables and counter negative health connotations among Mums with 7-11 year olds
Approach
A highly visible and concentrated campaign of controlled messages to ensure a positive presence for the brand in a hostile media environment. Production of a Fun & Fitness Guide using neutral fitness and diet experts was produced and stitched in to target media.  Tastings were conducted with journalists in a face to face environment.  Competitions to win your own children’s party instructor were run across the UK.
Impact
30 titles featured the re-formulated product alongside fun and fitness advice, tips and practical exercises in a four week period to support in-store relaunch.  Hostile press coverage was negated and over 20,000 entries received for the competition.

Task

Over a seven year period, touch pr ran campaigns and the press office for brands such as Hardys Stamp of Australia, Hardys Nottage Hill, Banrock Station, Echo Falls and Stowells.

Approach

Our approach was always to consider the needs of the different wines in the portfolio and to ensure a singular position for each one to create stand out and differentiation.  Whether reinforcing Hardys wine-making heritage through tactics such as Wine Bottle of the Future, Hardys Wine Idol and the biggest Women Only Wine Tasting or driving Banrock Station's environmentally friendly wine-making credentials through press visits to Australia and the Eco-Warrier tour, we raised awareness of the company's wines in a crowded and price-driven marketplace.

Outcome

Our campaigns won awards from both PR Week and Drinks Business magazine and PR was a key driver in the growth of Hardys to the position of No 1 wine brand in the UK and ensuring brand loyalty for the wines year round.