Blossom Hill’s £2m Spend

Treasury Wine Estates (TWE) is preparing for the re-launch of the Blossom Hill wine range with a £2m “Share a little loveliness” summer campaign that includes new packaging, consumer media and the brand’s first appearance on TV for two years.

This is the first activity unveiled by TWE for the UK’s number two wine brand since the winemaker acquired it from Diageo last December and is said to be the largest consumer campaign for Blossom Hill in five years.

Caroline Thompson-Hill, head of marketing for the UK, Ireland and Western Europe at Blossom Hill, said the £2m summer campaign will be the biggest media activity seen by any wine brand in the last three years. It comprises:

• A “Let It Blossom” TV advertising campaign, on-air from 20 June.
•  More than 1,000 digital posters in key commuter spots in major cities from 1 to 29 July.
•  Social media, with Facebook activity running throughout the summer.
•  Strong consumer activity in-store.