#1 French wine brand in the UK, Calvet, owned by Les Grands Chais de France, has agreed a new advertising campaign during the RBS 6 Nations.
This is the first time that Calvet has been linked to this prestigious event in the rugby world which will see the brand appear on LED screen ads around the stadiums at three matches during the hugely popular Tournament. All the matches will be aired live on BBC TV with full-time highlights being shown around the world giving Calvet some prized prime-time exposure.
The ads, featuring the Calvet brand name, bottle shot and logo as well as the brand new campaign slogan; Calvet #1 French brand in the UK, will be shown on the touchline LED system for 3 minutes in 6 x 30 second slots and also on 1 x 6m digital panels on the 360 degree rotating lower tier LED balcony of the stand.
The main aim of this major media initiative is to continue to build brand awareness amongst existing and new consumers and the association with Rugby is the perfect vehicle.
The Calvet ads will appear at the following matches:
Saturday 11th February England v Wales at the Principality Stadium in Cardiff live on BBC at 16.50
Saturday 25th February Scotland v Wales at Murrayfield Stadium in Edinburgh, live on BBC at 14.25
Friday 10th March Wales v Ireland at Principality Stadium in Cardiff live on BBC at 20.05
‘We’re delighted to have agreed this high profile media campaign during the 6 Nations Rugby,’ says Mark Kears, Managing Director UK & IRE at brand owner Les Grands Chais de France. ‘It’s a significant part of this year’s promotional spend, and we believe it underpins and reaffirms its place as the no 1 selling French brand in the UK for 2017, as well as raising its profile in the run up to the celebrations for Calvet’s 200th anniversary in 2018.’
More media spend is planned later in the year for Calvet with an outdoor poster campaign, as well as on-pack promotions in-store.