Adrian J Cotterill, Editor-in-Chief
Pernod Ricard’s Campo Viejo is bringing its brightly coloured ‘Tapas Time’ message to forecourt locations nationwide, in a campaign designed to increase awareness of the brand and prompt purchase within the forecourt environment.Campo Viejo is the first wine brand to take a campaign on Amscreen’s forecourt network, through independent digital out of home media sales house Digicom. The campaign, which was booked direct, runs in 150 high footfall forecourt locations for four weeks throughout October.
The creative, with its distinctive red background, brings a taste of Tapas culture into forecourts across the country by introducing the highly recognisable Campo Viejo character with a prawn and a glass of wine, with the strapline ‘Move over dinner party, it’s Tapas time’ alongside the bottle and a message to raise awareness of the product price.
Campo Viejo Customer Marketing Manager Evita van Aswegen told us “We were keen to exploit Amscreen’s forecourt network as it is an interesting new channel to market for us. The network’s planning and buying flexibility gave us the opportunity to run a trial campaign in high-footfall and high-profile locations and build the brand’s profile and personality.”
The use of the bottle image makes it as easy as possible for forecourt visitors to seek out the brand and buy it. The ad also highlights Campo Viejo’s exciting competition to win a kitchen by buying a bottle of the wine and entering a unique code online, driving traffic to the Campo Viejo website to find out more about the product and the promotion.
Chris Forrester, Digicom’s MD of Sales & Marketing added “It’s superb that the first wine campaign on the network is so eye-catching and such good fun. The ads are unmissable and will certainly brighten up the forecourt environment, introducing the brand to a new and interested audience of potential wine-buyers.”