No. 1 French wine brand in the UK Calvet, owned by Les Grands Chais de France, and the leading Camembert brand in the UK Le Rustique , have collaborated in a major on-pack consumer promotion. From March until June 2017, the promotion will appear on Le Rustique de Printemps Brie and Camembert packs and Calvet wine bottles across multiple grocery chains. The promotional offer developed by London agency Toucan is intended to drive additional sales in the wine and cheese aisles of multiple retailers and convenience stores by appealing to existing and new consumers of both brands through the quality wine and food association.
The UK is the key market for Calvet, which in 2016 sold 7 million bottles (Source: IRI 52 weeks to 31 Dec 16 – Total Off-Trade), accounting for 12% of all French wine sales in this market (Source: IRI 52 weeks to 31 Dec 16 – Total Off-Trade excl. private labels).
The partnership between Calvet and Le Rustique will coincide with the springtime picnic and festival season, promoting a consumer competition via 800,000 wine bottle neck collars and 838,000 Le Rustique de Printemps on-pack stickers. For the chance to win a prize, consumers enter a unique code from the neck hanger or on-pack sticker from their purchase online at www.lerustique.com. The neck hanger also includes a voucher that entitles shoppers to 30-pence off a future purchase of Le Rustique. Until 31 July 2017, there are 1,000 personalised picnic hamper prizes to be won, which will include a bespoke Le Rustique branded hamper complete with Calvet wine and are intended to appeal to consumers interested in quality food and drink products.
“The partnership with Le Rustique brings together the quality and heritage of two respected French brands in the multiple grocery channel,” comments Mark Kears, Managing Director of Les Grands Chais de France. “The campaign is aimed at consumers with a genuine interest in great tasting wine and cheese and we intend that this connected purchase offer appeals to our loyal existing customers and to the younger working professionals we are also targeting.”
“This campaign fits perfectly with many consumer occasions during springtime, which is the start of the al fresco dining season. We hope that the Le Rustique personalised hampers will be popular prizes with foodies looking to enjoy some of our food friendly Calvet wines alongside Le Rustique creamy and flavoursome Camembert in the park, on the beach or at a festival or music concert.”
Sophie Wesse, Senior Brand Manager at Le Rustique explains “We want consumers to join us celebrating spring and marking the seasonal change as an important time of year. By teaming up with Calvet, we are able to reach new customers in areas we haven’t been able to reach whilst educating them on two great French brands”.
This latest off-trade promotion is one of several wide-reaching consumer marketing initiatives that are planned for Calvet this year to raise the profile of the brand in the run up to its 200-year anniversary celebrations in 2018.