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Blossom Hill in £2m UK ad spend

Blossom Hill has a new £2million advertising campaign in the UK, which it says “breaks the mould of conventional wine advertising”. Incorporating television, radio and in-store POS, it will reach an estimated 75% of Blossom Hill’s target audience of women between the ages of 25 and 44

Liz Ashdown, marketing manager Blossom Hill, explains, “the main challenge in creating something different in wine advertising was to ensure that the content is consumer insight-led, rather than product benefit-led, and therefore would engage with our consumers on a far deeper and emotional level, and build longer term brand affinity.

“Identifying the most penetrating consumer insight was key. We undertook a significant amount of consumer research to identify the right positioning and refine our brand identity prior to briefing JWT.”

The consumer research revealed that Blossom Hill’s target, women aged 30-45 with a young family and hectic lifestyle, look forward to spending time with friends as way of gaining a renewed sense of optimism. This new campaign aims to celebrate the emotion of this moment.

Russell Ramsey, executive creative director at JWT London, who developed the creative for the advertisement commented: "I'm very excited about the launch of the Blossom Hill campaign. In the first commercial we introduce a dreamlike world that will appeal to women who enjoy getting together with their friends over a glass of wine. We are really looking forward to developing the campaign across all media channels."

The advertisement has been directed by multi-award-winning Vincent Ward, who has produced, executive produced and/or written and directed feature films including What Dreams May Come, The River Queen and The Last Samurai.

“The spot follows several girlfriends on a day out – they board an old steam train together that transports them into a beautiful, idyllic world – they step off the train and descend a giant slide to a place where they can even control the weather.”

The advertisement will run in every commercial break in the evening on Living, ITV2 and E4, as well as standard commercial channels on the day of the launch. These channels have been targeted by Carat, Blossom Hill’s media agency due to their large female viewer base and ability to deliver broad coverage for the brand campaign. Thereafter, the campaign will run across all commercial terrestrial and major digital channels, with an up-weight in early and late peak slots, until September 24.