Iris will handle brand strategy, creative and activation activity with a new campaign targeting ‘earth friendly enthusiasts' comprising of press ads, digital, retail activation and sales promotion going live in the spring. The aim of the campaign is to generate trial and encourage frequent purchase of the Californian wine, which is one of two ethically focused products under the Brown-Forman umbrella.
Last year total sale of wine in the off-trade increased by 3.9% in the UK according to Nielsen.
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