The UK’s best-selling Argentinean wine brand Trivento has launched a new UK ad campaign for its premium tier wine, Private Reserve Malbec, which is being shown on video on demand.
Launching on 15 November, the 20 second ad forms part of a major marketing investment in the UK market to support the brand’s strong position. It is the latest instalment in the ‘Bold Discoveries’ series, which will run until Christmas Eve.
It will run on ITV Hub, All4 and Sky On Demand and is expected to reach 42% AB adults, who are premium ‘Food & Wine Enthusiast’ consumers, during the festive period. The campaign is set to deliver 5.7m impressions on catch-up programmes such as Gogglebox, Mare of Easttown and Bancroft.
The brand also has a partnership with Channel 5, which it says continues to drive strong brand awareness.
Trivento Private Reserve Malbec has seen growth of 34.8% in the 52 weeks to 9 October 2021 (NielsenIQ Scantrack) with growth in the last 12 weeks rising to 68%, making it worth £10M in retail sales value.
Trivento Marketing Manager Preety Johl said there was incredible momentum behind Trivento – brand sales have increased +32% by value, with household penetration at 7.5%.
“We’ve experienced a step-change in our brand awareness over the last 12 months, and with this heavyweight Private Reserve campaign, we’re excited to drive our premium tiers further, at a time where shoppers are looking for a special wine to share with their loved ones this festive season” she said.
