Leading wine brand Blossom Hill is launching an integrated summer campaign – including its first foray into social media – targeted at women in their mid-20s and 30s.
The “Enjoy a Glass on the Grass experience” campaign, devised by marketing agency Pulse Group, will run in two stages until the end of October across a range of channels, including in-store, press and online.
In a first for Blossom Hill, Pulse is also developing an exclusive, summer-themed Facebook app.
This is the first year that Blossom Hill has created a bespoke online community to engage with consumers. The Facebook app will give customers the opportunity to share information and competition details with their friends as well as engaging directly with the brand.
Using codes from selected rosé and white wines in the Blossom Hill range, customers have the chance, until the end of August, to enter a prize draw using the app to win tickets to this summer’s hottest music festivals and other events. Customers can also collect codes from promotional bottles until the end of October to claim an exclusive Blossom Hill summer picnic rug.
Pulse Group chief executive Mike Spicer said: “Having worked with Blossom Hill for many years, we are excited to be moving into social media for this campaign to increase buzz and interaction within its customer base. This new online forum and Facebook app will give consumers the chance to engage with the brand and helps us to understand what customers want.”
