Leeds brand consultancy Finn has been appointed to provide PR campaign support for three brands in the Freixenet Copestick portfolio.
Finn was the victor in a three-way pitch, and will now lead on the media plan to promote I Heart Wines, Mionetto and the core product, and Christmas favourite, Freixenet Cava.
For the first two campaigns this Christmas, Finn has been tasked to encourage reappraisal of Cava amongst a younger audience over the festive season, in particular Freixenet’s Cordon Negro and Cordon Rosada Cavas, as well as raising awareness of the I Heart Wines brand by presenting a more honest, and down-to-earth view of Christmas.
Freixenet’s Cava Christmas campaign will challenge the assumption that Champagne is the pinnacle in celebratory fizz. In recent years, Prosecco has begun to dominate the casual sparkling wine market, giving this wine its own unique sense of occasion.
As Yuletide approaches, Freixenet will put its Cordon Negro Cava range in the spotlight and show how Cava is possibly the best kept secret in sparkling wine, offering a savvier drop of festive luxury – without the Champagne price tag.
Finn’s second brief will pay attention to the I Heart Wines’ range of still and sparkling wines, celebrating the imperfection of Christmas and homing in on those intimate moments when things don’t go according to plan, but make Christmas more memorable nonetheless. This more relatable view of Christmas comes from a brand which isn’t elite and has always positioned itself as down-to-earth, simple, and real.
Ben Norman, senior account director at Finn, said: “We’re excited to be working with Freixenet Copestick on these two Christmas campaigns. Given the cost-of-living crisis, consumers are actively looking to make their festive pounds go further. And just because we’re all looking at our wallets doesn’t mean we should forget there is always something to celebrate at Christmas. Freixenet’s portfolio gives consumers ample choice for celebration without sacrificing the luxury of a great wine, or the hangover of a huge bill to look forward to when January comes.”
Samantha Cross, senior brand manager at Freixenet, added: “We are thrilled to be working with the team at Finn. The agency’s ‘can do’ attitude gives us enormous confidence in our working relationship, and we are particularly impressed by the strength of strategic thinking that sits behind our campaign. We particularly enjoyed Finn’s unique workshop format which asks both agency and client to sit down and ‘ideate’ together as a team rather than just rely on a more isolated and sometimes random presentation of ideas. This approach sets Finn apart and was one of the main reasons why we appointed them as our PR agency partner for our Christmas campaigns.”
Freixenet, already well-established in the UK market, is currently the fastest growing wine brand in the UK, according to IRI figures, and holds the #1 position in categories including Sparkling Wine, Prosecco, Sparkling Rose, and Cava. Over 200m bottles of Freixenet are manufactured every year for export all over the world.
