Majestic heads to Tunbridge Wells for Cheeky agency

majesticMajestic Wine has shunned the bright lights of London to appoint its new creative agency, hiring Cheeky Communications, based in the historic Pantiles of Tunbridge Wells, just over a year after appointing Red Brick Road to launch its first ad campaign in five years.

Cheeky, launched in 2016 by co-directors Max Borsa and Wayne Pashley, will be handling a raft of new projects to help support Majestic in driving broader awareness of its offering. The appointment follows a two-way pitch.

Majestic is the UK’s largest specialist wine retailer, with over 200 stores and nearly 1,000 WNET (Wine & Spirit Education Trust) trained staff, nationwide.

The retailer has recently overhauled its membership subscription scheme with a new model aimed at not only providing high quality wine but also boosting wine lovers’ expertise with educational materials, video tastings and advice at an accessible level.

Wine Club by Majestic has replaced Wine Concierge, which was launched in 2017 when the firm was owned by Naked Wines, and each quarterly selection will be themed around a key grape, region or style delivered direct to customers.

Majestic Wine customer director Matthew Gaunt commented: “Cheeky answered the brief with infectious enthusiasm. They took us out of our comfort zone and presented a campaign that truly conveys how unique Majestic is as a business.

“We have seen strong growth over the last 18-months but the next chapter is about building awareness around our core brand values; Cheeky is the right partner to help us achieve this.”

Cheeky growth and business director Matt McMinn added: “Majestic put their staff at the heart of everything they do. It’s been inspiring to work with a company that values and invests so much in their employees. We’re looking forward to bringing to life what makes Majestic so special and what this means to their customers.”

In November last year, Majestic launched its first major ad campaign for five years with Red Brick Road and media agency The Kite Factory tapping into a surge in new customers who have signed up during the pandemic.

The Kite Factory remains the media incumbent. Majestic has also worked with St Luke’s and MediaCom in the past, while Indicia has handled CRM.

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