Hardys chases 2022 success with new TV partnership

Hardys wine brand is returning to TV in March as part of a £3m marketing campaign.

The “Certainty” campaign champions Hardys’ consistency and quality, and the flagship wine, now worth £295m, will return to TV for the first time since 2018 as part of an exclusive ITV partnership. This is supported by further in-store activity, digital advertising, social media, and PR to ensure Hardys is front-of-mind in 2022.

The ITV partnership will see Hardys featured alongside some of the UK’s most popular shows, to drive further awareness and consumer demand for the market-leading brand.
Globally, Accolade Wines will invest over £6m to further support growth as part of Hardys’ “Certainty” campaign.

As well as an advert, Hardys has a new partnership with online learning platform Learning With Experts, which will invite shoppers to leave a review of Hardys wine, via a dedicated microsite, in return for a free lesson on a subject of their choice. The promotion will be advertised on more than three million Hardys neck flags across retailers from April, alongside in-store sampling activity with a focus on the Easter sales period.

“Hardys has crafted quality Australian wine for over 168 years and has dominated in the UK market for over a decade,” said Tom Smith, Marketing Director – Europe, Accolade Wines. “Hardys’ consistency in quality and wine style, year in year out, was the inspiration for our confident new creative, which shows how we’ve been a constant in people’s lives, present in key moments and for memorable occasions, throughout the decades.

“This significant investment will promote Hardys enduring status, and we expect it to deliver strong incremental sales and profit across the market.”

Hardys unveiled refreshed packaging last year, which rolled out globally across consumer favourites including Hardys Crest, Hardys Nottage Hill, Hardys VR & Hardys Stamp. As well as unifying the portfolio, ensuring a strong shelf presence across key retailer partners, the redesign has aimed to premiumise the brand.