Majestic Wine has launched its first major ad campaign for five years with newly appointed creative agency Red Brick Road and media agency The Kite Factory tapping into a surge in new customers who have signed up during the pandemic.
The omnichannel activity will run across digital outdoor, radio and digital and social display and supports the recent rebrand of the wine specialist which returned the logo and visual identity to its historic grapes motif and green colour palette with a modern update.
The campaign runs under the strapline “Discover New Tastes” and encourages customers to explore Majestic’s selected range of beers, wines and spirits with the help of qualified in-store, expert staff.
The creative shines a light on what the retailer claims are its key differentiators over rivals; the curated Majestic range and specialist staff expertise.
Given the frequent changes in national restrictions, the campaign has been designed to be agile so all aspects can be changed to fit the shifting Covid landscape.
The messaging in digital outdoor can be changed in minutes should stores be forced to close, regional airtime can be switched out if fulfilment becomes a challenge, and digital channels can be optimised in realtime in an effort to ensure strong ROI for the campaign.
Majestic customer director Matthew Gaunt said: “During lockdown, we saw record numbers of new customers discover Majestic for the first time. Many of these have now gone on to become regulars shoppers across our 200 stores nationwide.
“Through customer surveys, we know that the reason they enjoyed their first Majestic experience was due to our expert store colleagues. It’s their expertise, backed up by award winning ranges and Mix Six pricing, which you simply cannot find in supermarkets. So we are delighted to be putting our store colleagues centre stage in our first advertising campaign for half a decade.”
In the past, Majestic has worked with St Luke’s and MediaCom, while Indicia has handled CRM.
Kite Factory managing director James Smith said: “The landscape is hugely challenging for media planning but we’ve embraced the need for flexibility in our media strategy, to ensure the campaign is as agile and effective as possible given the difficult circumstances. It’s been a challenging but enjoyable process and we think the results demonstrate the best of what omnichannel can offer.”
The campaign has a range of different messages that can be applied at different points of the week to maximise resonance with the consumer, depending on what they are likely to be doing.
Red Brick Road managing partner Zoe Crowther added: “Majestic has a fantastic offering and strong point of difference and it was a joy to bring this to life with this new campaign.”
Laithwaite’s Wine: Bottom’s up for the grape escape
Covid lockdown fuels the growth of subscription Britain
Bordeaux wine collective plots major marketing assault
The Kite Factory drafts in Harman for chairman role
MC&C rebrands The Kite Factory to focus on ‘ideas’