Champagne winegrowers break the mould with a bold communications plan

Tuesday June 11 2019 by Vitisphere

Cold leftovers from a leg of lamb and quiche Lorraine – the food and Champagne pairing suggestions are certainly iconoclastic.Cold leftovers from a leg of lamb and quiche Lorraine – the food and Champagne pairing suggestions are certainly iconoclastic. - Photo credit : DR

Maxime Toubart, chair of the Champagne winegrowers’ organisation (SGV), had warned that the new communications thrust would take people aback. And he has kept his promise! The four new visuals certainly take Champagne communications into uncharted territory. “We want to generate an element of surprise”, confirms Maxime Toubart. “Our objective is to show that Champagne goes well with everything. Anyone can enjoy an exceptional moment at any time by opening a bottle of Champagne. The aim is to make Champagne accessible, but without losing its soul and ability to accompany those sophisticated and chosen moments”. The SGV suggests innovative food and wine pairings, including quiche Lorraine, leg of lamb, choux pastries and a donut. Young urban consumers aged 25-40 are the thrust’s main target.

4 million euros in funding

The campaign will start very soon with a poster drive in June and another in September. An execution in wine bars is planned over a fortnight in fifteen major French cities. The press is also included with 60 one-page ads. Significant Facebook and Instagram presence is also slated, as well as a press relations and partnership plan with lifestyle influencers. The budget for the campaign is €4 million, funded by the winegrowers. The first thrust, launched in June 2018, surprised and even shocked some winegrowers. This second wave should certainly get some heads turning....

 

 

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