Product category:
Public relations
News Release from: Sopexa | Subject: Burgundy ad campaign
Edited by the Marketingservicestalk Editorial
Team on 20 March 2007
Wine drinkers enjoy flavour of Burgundy
campaign
UK wine drinkers have given a huge thumbs-up to the Burgundy, Home Of Chardonnay/Pinot Noir advertising campaign, according to a post test undertaken at the end of 2006 by research house MWR.
Following this positive quantified assessment, the BIVB, the regional marketing board for Burgundy wines, has extended the campaign into a third year for 2007 In an environment where press campaigns rarely achieve double-figure scores, recall results of the post test were at an impressive level: 30% of the Burgundy audience target sample claimed spontaneous awareness of advertising for Burgundy wines, while prompted awareness achieved 25% of the sample
"Awareness levels, advertising message feedback, product perception and specific advert diagnostics are all shown to be at particularly high levels for a campaign of this weight and media coverage," says Mark Winstone, managing director of MWR.
Targeting ABC1, 35+ regular wine drinkers and foodies ready to spend GBP5-GBP9 or more on a bottle of wine, the campaign has proved very successful in hitting the right note for communicating with its audience.
The key messages - that Chardonnay and Pinot Noir are made with long-standing and therefore unique expertise in their Burgundy homeland; that the wines are of very good quality; and that they include a lot of already familiar names - each achieved agreement scores of 75% or more.
With the total positive impact score at a strong 39%, it is clear that the simple, clean-cut style of the ads was well-liked by the Burgundy target audience and that the ads have had an impact on their perception of the Burgundy offer, as demonstrated by other key findings: a very encouraging 70% rated the adverts very or quite appealing; 64% of regular wine drinkers and 66% of women agreed that Burgundy wines are contemporary and modern; 17% of respondents were more aware of Burgundy wines and would "look out for them in supermarkets and off-licences"; 14% agreed with the statement "I think I will buy Burgundy wines in the future".
Nelly Blau Picard, export communications director of the BIVB, said: "Using the grape varieties to promote Burgundy wines was something of a departure for us, but it proved to be popular with Burgundy and UK trade members alike: we are delighted that the ads have also performed so well with our core target consumer and it appears to be paying off.
"Accorging to the latest ACNielsen figures, off-trade volume sales of Burgundy wines increased by 17% and value sales by 13% in the 12 months to the end of January".
The post test was run by MWR over the autumn and winter campaigns 2005/2006 via face-to-face in-home interviews with 4,000 UK adults who were part of the regular sister surveys run by TNS Omnimas and RSGB Omnibus.
Sample size: 219.
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