Trivento, the UK’s favourite Argentinean wine brand, has announced a major new media partnership with Discovery Channel. As sponsors of the Channel’s documentaries, Trivento will feature in a series of video clips (idents) which will be shown across 4 of the Discovery Channels including Freeview.
Over 220 hours of content a month – a mixture of 10 second idents and 30 second competition spots – will appear, and Trivento will support this with a raft of in-outlet activations with their customers, including a neck collar campaign to win one of 6 ‘Ultimate Adventures’ running across 2 million bottles nationally from April to September.
A digital marketing plan covering social media and YouTube pre-roll content (with over 2.8 million impressions) will run simultaneously.
Clare Griffiths, Commercial Director at Concha y Toro UK, said: “Trivento has enjoyed a phenomenal few years of growth in the UK market, and we’re proud to be the UK’s favourite Argentine wine brand, with the No.1 Malbec in the market. Now we’re ready to take the brand to the next level in terms of recognition and household penetration. There is a really strong and authentic brand fit with Discovery; their audiences, like ours, are looking for new experiences and adventures they can share with friends.”
Michael Holt, Director of Brand Partnerships at Discovery added: “Discovery is excited to welcome Trivento as our Official Sponsor of Documentaries across four of our much-loved flagship channels. Together this partnership has produced truly creative and high-quality content which resonates with both Discovery and Trivento’s ambitions to inspire audience’s curiosity and drive them to discover new experiences.”
Trivento are also using this opportunity to launch their newly revamped front label for the best-selling Reserve Malbec, which will continue to promote the “outstanding 2017 vintage” roundel.