JP Chenet puts weight behind single serve format
JP Chenet is launching its latest marketing campaign across five UK cities this month.
The campaign, which aims to reinforce JP Chenet’s position as market leader for the single serve 18.7cl format, will have a potential to reach more than 1.7million people via outdoor digital media.
The advertising drive will run for six weeks in two-week bursts until the end of December. The timing is designed to create maximum impact and ensure JP Chenet is front of mind with consumers during the Christmas and New Year periods.
The two new creative executions feature JP Chenet Sauvignon Blanc and JP Chenet Merlot, which will appear on 45 sheet digital poster sites. These will be displayed at 25 prime locations across London, Leeds, Manchester, Birmingham and Glasgow, which are indexed as the highest for JP Chenet’s target audience of BC1 women.
The Why Not? Campaign represents a significant investment in JP Chenet by brand owner, Les Grand Chais de France. The company said this advertising positions the brand’s single serve format in line with current trends to reduce alcohol consumption and enjoy wine in moderation, which it said is “suited towards the UK’s growing number of single person households”.
Why Not? Presents an Alice in Wonderland visual theme with a playful French twist, and depicts the convenience of JP Chenet in the single serve format.
Mark Kears, managing director UK & Ire at Les Grand Chais de France, said: “Our decision to launch this new campaign for JP Chenet 18.7cl was based on the bottle format now being the biggest contributor to sales growth in the convenience channel. The channel is in growth and within that the single serve format also continues to grow rapidly.
“This campaign reinforces JP Chenet’s importance in this category with our target consumers who are increasingly drinking wine in moderations, so ‘Why Not’ enjoy just one glass? It also defines how JP Chenet has always allowed consumers to simply enjoy French wine, without the stuffiness or jargon. Heroing the smaller format is a natural evolution of our commitment to always reflect the changing occasions of consumers and in the channels they purchase.”