Treasury Wine Estates, global winemaker and distributer, is launching ‘Friendship Fridays’ a new Blossom Hill social media partnership with Arena Flowers, aiming to keep loved ones connected. As well as the social media activity, a new Spritz flavour, Blossom Hill Rhubarb & Plum Spritz will launch in June.

Holding one of the highest social media presences for a brand in GB, Blossom Hill will host ‘Friendship Friday’, a competition launching every Wednesday across five consecutive weeks from 20th May – 17th June on Instagram. Partnering with Arena Flowers, consumers can enter the competition via Instagram and will have the opportunity to win a prize to surprise loved ones with a complimentary bouquet of flowers and a bottle of Blossom Hill Gin Fizz Rhubarb and take part in a programme of flower workshops. Winners and their nominated friends will be sent a unique code to enjoy a virtual workshop conducted by Arena Flowers hosted via Zoom to guide them through arranging their blooms, as well as some tips and tricks for creating either a floral headpiece or corsage. The virtual workshops are held every Friday from Friday 29th May – Friday 26th June.

The social media competition has been curated to bring little moments of joy to consumers in the comfort of their own home, aiming to strengthen friendships and connect with loved ones virtually.

In addition, a new flavour will be introduced to the Blossom Hill portfolio, Blossom Hill Rhubarb & Plum Spritz, available in Tesco from June. The innovative new flavour combination celebrates the union of seasonal fruits, to deliver a wine suited to multiple seasonal occasions. The Spritz style wine can be enjoyed served chilled and over ice in warmer months, or mulled and savoured warm in the winter.

“Consumers are seeking new ways to connect and digital platforms have never been so central to our communications” says Ben Blake, Head of Marketing for EMEA at Treasury Wine Estates. “There has been an 89% increase in social media consumption since March[1] and by creating authentic, relatable content, we hope to enable our consumers to easily join online communities and continue sociability they are used to, at home.

“There is also a need to be emotionally connected. The series of workshops speak to various audiences and aims to bring people closer together by encouraging social gatherings, virtually and enjoying shared passions. The brand is evolving and we listen closely to all consumer feedback – we want to ensure we continue to innovate and excite customers with new flavours and combinations that suit every occasion.”

The campaign supported by a four-week media partnership will see Blossom Hill take over Time Out’s website and social platforms. It will be supported by additional consumer PR, social media, influencer strategy.

[1] The indaHash Influencer Marketing Handbook 2020

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