The UK’s #1 French wine brand, Calvet, owned by Les Grands Chais de France (Groupe GCF), will shortly be launching a major, new, fully integrated promotional campaign which represents a seismic shift in direction for the best-selling French brand. The consumer campaign, ‘Where’s your Rue du Calvet’, which breaks on 24 June across national newspaper food & drink supplements, will encapsulate the richly evocative nature of France and the emotions it sparks in all of us.
Created by multi-award winning, independent brand experience agency, ignis, the new campaign marks a significant investment by Les Grands Chais de France in the Calvet brand, in this its 200th anniversary year. The new campaign, with its beautiful deconstructed illustrations depicting Calvet wines surrounded by iconic images of France, cements the idea of Calvet as an authentic, pan-appellation French brand. On a deeper level, by interacting with consumers and stimulating their memories and images of France, ‘Where’s your Rue du Calvet’ will propel the brand from its rich heritage into a contemporary and emotionally engaging voyage of French discovery with its consumers, both existing and new.
Key to the experiential nature of the campaign is the appointment of new Calvet Brand Ambassador, Michelin-starred chef and TV personality, Glynn Purnell. Glynn will be making his first of several pop-up appearance in the Rue du Calvet at the Blenheim Palace Flower Show, 22-24 June. He’ll be sharing his favourite memories of France and creating three dishes which encapsulate them for visitors to the show to enjoy alongside wines from the Calvet range.
As the name implies, ‘Where’s your Rue du Calvet’ is also an interactive campaign with the consumer at its heart. As such, it will have a strong digital focus with emotionally engaging content on social channels inviting consumers to share their ‘Rue du Calvet’ moment with friends and followers, creating a vast new community of Calvet ambassadors by social amplification. There will also be in-store on-pack activity featuring Glynn Purnell.
Mark Kears, Managing Director UK & IRE at Les Grands Chais de France, comments, “We’re really excited to bring Calvet to life through Rue du Calvet and honoured to have Glynn Purnell as the new face of our brand!” He continues, “The concept came from a real insight; people have a personal and emotive relationship with France and we want to engage with this and bring France to our audience in the same way that Calvet does. Rue du Calvet, marks a significant new departure for Calvet, and places the consumer firmly at the heart of the campaign. We look forward to creating an emotional connection between this much-loved brand and the great British public.”