Accolade Wines, the UK’s number one wine company, has announced an adventurous new marketing campaign for its best-selling New Zealand wine brand, Mud House.
‘Whatever your adventure, come home to Mud House’ aims to bring a sense of the New Zealand spirit to the UK, targeting ABC1 consumers who look for adventure in their every day. Running from May–October 2019, the new campaign includes experiential marketing, print advertising, social media and in-store POS.
The campaign is being launched off the back of a successful period of growth for the Mud House brand. David White, Marketing Director at Accolade Wines, says ‘‘New Zealand wines are seeing YoY growth of 7% and Mud House has seen 37.6% value growth in the market over the same period. This campaign will help to drive further growth for the brand across the trade.’’
The headline of the campaign is Mud House sponsoring Rat Race adventure events (which attract over 40,000 participants across 6 months) including ‘The Dirty Weekend’ – the biggest obstacle racing weekend in the world. With full branding at the top five Rat Race events, branded bars at all event locations and the opportunity for off-trade purchases in campsite areas, the campaign aims to drive impulse and planned purchase among consumers, both during the event and once they return home. What’s more, the campaign will be extended to Rat Race’s ABC1 demographic through social media channels reaching over 330,000 fans.
The sponsorship will be communicated at point of sale* with on-pack neck flags on Mud House Sauvignon Blanc that allow consumers to reveal unique codes which give them the chance to win one of 50 adventure challenges. All non-winning codes will receive 10% off a Rat Race UK event entry.
Furthermore, print advertising will feature across key lifestyle and sports media titles, reminding consumers to ’Come home to Mud House’.
‘‘Mud House is a brand with adventure at its core” White continues, “its founders set sail to travel the world, only to fall in love with New Zealand and after literally putting down roots (planting vines) in Marlborough they then used the local earth to build their home. We’ve taken this inspiring story and looked at what adventure might mean to our consumers in the UK.
“This new campaign aligns with the personality and history of the brand and makes it relevant for the UK audience. We’re aiming to further drive Mud House’s growth across the trade by increasing consideration amongst consumers; and ultimately building brand affinity.”
* Participating retailers include, Tesco, Booker, One Stop, Morrisons, Waitrose, ASDA, Bestway Direct, NISA, Spar