Having managed Hardys’ partnership with the ECB since 2014, now entering it’s fifth year, we wanted to reaffirm Hardys’ status as the UK’s number wine brand. Throughout the deal the key aim for Hardys has been to grow sales of their core range and drive brand affinity through the rights afforded to them. Equally important is to use England Cricket to strengthen relationships with key retailers and augment on-trade sales.
Embracing their role as an ’every man’ brand, in 2018 we created a new marketing position, The Rules According to Hardys (TRATH), which hones in on the British love affair with cricket and the family aspect of the game. Leveraging their contractual rights with the ECB we created a 360 campaign, running through the summer, (which will be continued outside of cricket), penetrating their target audience whilst amplifying TRATH.
To kick off the campaign we negotiated a partnership with Sky which saw Hardys purchase the TV ident package around Channel 5’s cricket highlights show. We then created a series of idents which ran through the summer and formed the basis for all campaign marketing collateral. To raise awareness amongst cricket fans each Test Match ground was Hardys branded from LED and tri-visions through to washroom posters. Also in attendance throughout England’s fixtures was the Hardys Pavilion, a mobile wine bar serving thirsty punters!
In keeping with the quirky spirit of the campaign, a tactical sponsorship of the annual Bramble Bank cricket match, the UK’s most eccentric cricket fixture, was agreed and ambassador Stuart Broad sailed into the Solent to take part in proceedings. Outside of their deal with the ECB, Hardys also wished to celebrate grassroots cricket and we launched and devised their ‘Heartbeat of the Club’ campaign – a nationwide search for the unsung heroes of the club cricket family.
Some results from the campaign so far include over 100,000 entries to the 'Win Tickets Every 24 Hours' campaign, which has been running since 2014. On top of that, our 2015 Ashes campaign generated over £1m in wine sales, whilst the pop-up Hardys Pavilion has produced over £1,05m in sales to date.