Treasury Wine Estates’ wine brand Squealing Pig is showing support for the LGBTQIA+ community as it heads to Brighton & Hove Pride this summer as the event’s official wine sponsor.
The activity supports a busy summer for Squealing Pig, following the announcement of its first ever out-of-home campaign with a nod to a Summer of Love. With the largest ever integrated campaign for the brand, the activity will look to support the growing listings of Squealing Pig in the grocery channel, alongside significant in-store, and social activity to raise awareness and recruit new customers into the wine category.
Having supported Pride globally since 2017, this summer Squealing Pig will head to Brighton & Hove Pride (5-6 August) to be the event’s official wine sponsor, serving exceptional wines to the expected 500,000 attendees at this year’s Pride. Over the course of the weekend, colleagues from Treasury Wine Estates will walk in the community parade holding the 6-metre by 4-metre Pride pig blimp, alongside a Vogue artist and Squealing Pig’s ambassador to showcase the brand, reminding the nation of the quality, versatility, and flavor of their wine portfolio.
Furthermore, a Squealing Pig horse cart will be serving samples to Pride attendees, offering three wines from the range; Pinot Grigio Rosé, Sauvignon Blanc and Malbec, available across the weekend.
Alongside the brand’s support of Brighton Pride, Squealing Pig will be hosting two competitions including the re-launch of the Spot the Pig competition, challenging Brighton to snap a photo of ‘The Pig’ to be in with a chance of winning a year’s supply of Squealing Pig wine. Furthermore, Squealing Pig will be hosting another competition across social channels, giving two lucky winners the opportunity to win a pair of VIP tickets, along with spending money to Brighton’s official community fundraiser, Fabuloso in the Park.
On 25-27 August, the brand will also be heading to Manchester Pride as the event’s official category wine sponsor, bringing with it the Squealing Pig cart to serve samples of Pinot Grigio Rosé, Sauvignon Blanc and Malbec.
“It is a great privilege to support and celebrate with the LGBTQIA+ community at the iconic Brighton Pride event. At Squealing Pig, we are dedicated to working with inspiring people and communities to advocate causes the team are truly passionate about, and this is why we are bringing a Summer of Love to all,” Tony Watson, general manager EMEA at Treasury Wine Estates said.
“Brighton Pride is such an important event, and we are thrilled to be part of the festivities! Squealing Pig’s first ever out of home campaign is a major stepping stone for us and we want to watch the pig fly as we continue to champion this brand and significantly raise awareness of Squealing Pig among UK consumers through impactful campaigns such as this. We hope attendees have an excellent time and enjoy the Squealing Pig wines on offer.”
Paul Kemp, managing director, Brighton & Hove Pride, added: “Brighton & Hove Pride is the marquee event for the LGBTQIA+ community in the UK and its therefore critical that we’re working with forward thinking brands and businesses to ensure we’re delivering the best experience possible, every year. We are thrilled to have once again partnered with Squealing Pig as the official wine sponsor for Pride. Brighton Pride attendees last year loved having great wine offer from a forward-thinking brand, so it’s great Squealing Pig, and the Squealing Pig balloon, will be back for 2023.”
