Kingsland Drinks and Australian winery, Andrew Peace Wines, have teamed up to launch a bold new summer communications campaign, encouraging UK consumers to find the good times in the little things, while reinforcing the wine brand’s connection to outdoor family dining occasions.
The integrated marketing campaign, which launches this month, comprises trade and consumer PR activity, national radio, social media, influencer engagement and POS in Co-op stores across the UK, featuring the strapline ‘Good times are now’. The activity aims to break through the busy Australian wine fixture and attract new wine drinkers, using two heavy weight ambassadors, Skye Gyngell and DJ BBQ, who will bring to life the food, wine, and family summer dining theme.
Australia born, Michelin starred chef, Skye Gyngell – one of Britain’s most respected and acclaimed chefs and food editors – will star at the heart of the campaign and will create bespoke content and recipes to inspire consumers to get cooking and dining al fresco. She will offer recipe inspiration for easy family outdoor dining dishes, such as a modern take on garlic prawns with herbs and radicchio, lamb cutlets with salsa verde and grilled asparagus, and a colourful Pepper Piedmontese – all of which are matched to Andrew Peace wines from the range.
DJ BBQ, a trailblazing cook with a tribe of dedicated fans on his YouTube channel and across social media, will capture the optimism of summer 2021 by sharing high tempo content and his lust for life via dishes that will showcase the role of Andrew Peace Wines at the barbecue occasion and give the brand profile throughout the summer.
Central to the campaign will be Andrew Peace Signature Shiraz, Chardonnay, and The Unexpected Red wines, which are all available in Coop stores across the UK now.
Pete Fairclough, brand manager at Kingsland Drinks, says: “This is the most exciting campaign we have ever done with Andrew Peace Wines and we’re so thrilled to have Skye Gyngell and DJ BBQ on board. They are the perfect fit for what we are trying to achieve with the brand and their values tie into the campaign themes of family, cooking, al fresco dining and good times. Andrew Peace wines have really gone from strength to strength during the pandemic and we know we have a loyal fan base that this campaign will appeal to and we’re certain we’ll be welcoming new wine fans into the Andrew Peace family this summer.
“Co-op is 100% behind the campaign and we are hopeful that sales of Andrew Peace Wines will skyrocket over summer. They’re such versatile, well-made, great-tasting wines and they fit perfectly into family dining occasions – whether it’s for a long-awaited gathering, an impromptu picnic, a toast over the fence with the neighbours, or a full-on barbecue, Andrew Peace wines has a bottle to suit.
“Our activity will bring new energy to the Australian wine fixture and give shoppers the confidence that what they are putting in their basket will please their guests and ensure the fun carries on all summer.”
Andrew Peace adds: “Family is such a broad term and since the pandemic we’ve welcomed neighbours, locals from the community, friends we chatted to on Zoom into what we call ‘family’. If we’ve learnt anything this year, it’s that good times are possible, no matter who you are with and whatever the weather. Our goal is to communicate these values with the campaign and bring Brits back together with everything they need for a good time.”
Andrew Peace Wines is a family owned and run winery, with family and food at the heart of everything it does. The winery has operated for three generations and has gone from a family retreat to become of one of Australia’s biggest wineries, employing contemporary, sustainable production processes.
The “Good times are now’ campaign starts this month following a significant investment by the brand and Kingsland Drinks. For further information on the campaign, contact firstname.lastname@example.org or visit https://www.apwines.com.au/