Accolade Wines, the UK’s leading wine company, is launching a new consumer campaign for its No 1 wine brand, and the official wine of England Cricket, Hardys.
‘The Rules According to Hardys’ is back this summer in readiness for a full sporting schedule, including The Ashes and the Cricket World Cup. The campaign will continue to champion the light-hearted personality of the brand with wry observations on everyday family moments accompanied by a witty rule that plays on the British love affair with cricket.
The ‘Rules According to Hardys’ will be activated in-store through limited edition Hardys bottles, including a full sleeve on its popular Hardys Crest wine, and a playful cricket themed version of Hardys Stamp. The brand will further support the campaign via social channels and a strong brand presence in cricket grounds. In-ground advertising is expected to reach 426,000 cricket fans going to watch the Ashes series this summer.
Hardys, has seen a 3.6% increase in year on year sales, during which period it has also launched its Hardys Alcohol Free Chardonnay and the new on-trade exclusive Foodies range.