The UK’s no 1 French wine brand, Calvet, owned by GCF, is launching a new promotional campaign this month for 2022 called Calvet Kitchen. The concept, which gives a nod to BBC’s Saturday Kitchen, has been designed to both increase awareness and humanise the brand by positioning Calvet in a convivial, culinary setting alongside top French chefs, sommeliers and GCF regional winemakers. The campaign will also highlight that Calvet is a pan-appellation brand made in wine regions across France.
Engaging content will be released each week on Calvet’s Facebook page and Instagram targeting food and wine lovers of all ages and providing them with an interactive experience to learn about the different French AOPs where Calvet is made, alongside the richness of France’s gastronomic heritage.
A different AOP will be highlighted each month, matched with a recipe brought to life in a virtual cooking session by a series of six talented, young French chefs including Joël Philipps chef at Le Cerf in Marlenheim, Alsace (1 Michelin star) and Olivier Schell and Edouard Sanchez who both trained with Guy Savoy before going on to open their own restaurant, Ose in Paris. Top international sommeliers such as Raimonds Tomsons, ranked third in the Best Sommelier in the World Competition in 2019 will provide commentated tastings of the Calvet wines, while GCF’s regional head winemakers will be sharing their knowledge of the different AOPs, their views on the respective food pairings, as well as a few fun facts from their winemaking tool kits!
The digital campaign will be supported by PR activity targeting social media influencers, consumer wine writers and lifestyle media.
Calvet Kitchen is a global campaign and will be activated in ten countries and regions based on sales including the leading market for Calvet, the UK. The campaign will reach around 2 million people per post.
The ten wines selected from the Calvet range for the campaign are Calvet Prestige Bordeaux red and white, Calvet Rosé d’Anjou, Calvet Côtes de Provence Rosé, Calvet Haut Poitou, Calvet Châteauneuf-du-Pâpe, Calvet Prestige Côtes du Rhône and Côtes du Rhône Village, Calvet Fitou, Calvet Crémant de Bordeaux and Calvet Chablis. Between them they cover six French AOPs; Loire, Rhône, Bordeaux, Languedoc, Provence and Burgundy.
Mark Kears, MD for UK and Ireland for Les Grands Chais de France says. “Through the new Calvet Kitchen campaign, we want to engage directly with our consumers by creating rich content that is entertaining but also educational so that they can learn about Calvet and become more familiar with the different wines in the range, especially those from less well-known appellations like Haut Poitou in the Loire.” He continues, “Calvet is a brand that is full of personality and stories from across France and we want to share some of these with food and wine lovers around the world through the Calvet Kitchen by putting faces to the wines and conveying the human side of the brand.”