The UK’s #1 French wine brand, Calvet, owned by Les Grands Chais de France, has renewed its partnership with Michelin starred chef Glynn Purnell as the Calvet brand ambassador. Purnell will highlight the brand’s quality credentials through association with top end cuisine and will spearhead another year of the Rue du Calvet marketing campaign designed to convey the pan-appellation nature of the brand and to engage emotionally with consumers around their memories and experiences of France.
Purnell will be the face on a major new national on-pack promotion in four major trade customers nationwide launching in the autumn. Running on three skus; Calvet Prestige AOP Bordeaux red, Calvet Limited Release Sauvignon Blanc AOP Bordeaux and Calvet Limited Release Merlot AOP Bordeaux, consumers will have the chance to win dinner for two at Glynn Purnell’s eponymous Michelin starred restaurant in Birmingham by visiting the Calvet Facebook page @calvetuk.
The specially designed on-pack promotional pyramids featuring Purnell fit around the bottle necks of the skus and connect the TV Michelin chef directly with the consumer, creating premium on-shelf stand-out to raise awareness of the Calvet range and have a direct impact on sales.
Other activities being fronted by Purnell for the Rue du Calvet campaign include Calvet wine dinners at Purnell’s in Birmingham as part of the Amex Invites and BBC Good Food Show Chef’s Supper Club series. The latter saw Purnell teaming up with fellow TV Michelin starred chef Tom Kerridge.
Purnell has also recently completed the latest in a series of films showing him creating his Rue du Calvet through memories of his culinary experiences of France. Shot in Bordeaux, the film presents Purnell cooking a delicious scallop recipe with fennel and dill paired with the new label Calvet Limited Release Bordeaux Sauvignon Blanc available to Waitrose and Co-op. Since appearing on the Calvet Facebook page about a month ago the video has already had over 300,000 views.
Mark Kears, MD UK & Ireland for brand owners Les Grands de France, says, “We’re very happy to be continuing this premium partnership between Glynn Purnell and Calvet. His culinary achievements and popularity with the British public reflect those attributes of Calvet being the UK’s favourite French wine brand which makes this partnership so successful.” He continues, “Our aim with the Rue du Calvet campaign is to engage directly with our consumers about France on an emotional level. With Glynn’s