The company said today that the activation, called ‘Why Not?’ will “reinforce JP Chenet’s position as market leader for single-serve 18.7cl format”. The campaign, which is expected to boost sales by 15% over the next 12 months, will reach around 1.7m consumers, GCF said.
Advertising will run for six weeks, in two-week bursts, until the end of December. The executions will feature JP Chenet Sauvignon Blanc and JP Chenet Merlot and campaigns will appear in 25 locations across London, Manchester, Leeds, Birmingham and Glasgow.
‘Why not?’ presents an Alice in Wonderland visual theme with a “playful French twist”, according to GCF.
“Our decision to launch this new campaign for JP Chenet 18.7cl was based on bottle format now being the biggest contributor to sales growth in the convenience channel,” sais Mark Kears, MD UK & Ireland at GCF. “The channel is in growth and within that the single-serve format also continues to grow rapidly.
“This campaign reinforces JP Chenet’s importance in this category with our target consumers who are increasingly drinking wine in moderation.”
GCF said the level of investment behind the campaign is “significant”, without giving specific details.