Kingsland Drinks, based in Irlam, has invested in its popular Campaneo Spanish wine range with an integrated PR, digital and social media partnership with chef and YouTube star, Miguel Barclay. Kicking off this summer and running until the end of the year, the campaign will steer the range into the foodie space, enhancing the credibility of Campaneo and the Campo de Borja wine growing region.
Famed for his low cost, easy to prepare recipes on a budget, the chef behind the ‘One Pound Meals’ cookbook collection and social media channels is working with Kingsland Drinks on the #dinnerhacks themed digital campaign. Centred around the strapline ‘Elevate the everyday’ he is providing tips and hacks for turning midweek meals into sensational serves, offering advice on shopping lists, meal planning, quick recipes and hosting.
Running across mixed media including print, online and on social media channels, the activity targets post-family adults who enjoy mid-week wines and buy them as part of a weekly shop or top up shop. Miguel was charged with driving relatability and access to this audience, and his hacks and tips are designed to enhance everyday dinners, with twists on pizza, pasta, steaks and salad dishes to make them extra special.
Campaneo is aimed confidently at the everyday wine purchase occasion or for pairing with simple tasty foods and easy to prepare meals. The wines are also ideal for BBQs and picnics and offer a selection of no fuss, enjoyable, uncomplicated red wines. The range features a Garnacha and a Tempranillo with more wines being added to the range during 2022.
Charles Overin, head of marketing, brand and insights at Kingsland Drinks, says: “Our partnership with Miguel Barclay has exceeded our expectations so far and has been really well received by fans of affordable, satisfying and creative food and wine. He has brought so much positive energy to the campaign and we know many consumers are tightening the purse strings as the cost-of-living crisis deepens, so his hacks and tips will go some way to help those looking for cost-effective, tasty meal inspiration. We want to demonstrate that it’s possible to have good quality food and wine on any budget and the £5 price point makes Campaneo wines exceptional value for money, especially for the times we are in.
“We’re expanding our Campaneo footprint within retail to give the range a broader reach and we’re confident our activity with Miguel will enhance the profile of the range and attract new shoppers, looking for value, quality and inspiration in the wine aisles.
“We relaunched Campaneo in March this year with new branding and positioning and we’ve got further investments in the pipeline and plans to develop the range further. This activity is the first in our campaign with wider integrated activity to follow.”
The Campaneo wines, a Garnacha and a Tempranillo, are made from old vines in Campo de Borja and listed in Tesco priced at £5.00 per 75cl bottle. Available to all retailers now.
