Hardys said its mailing campaign, which will target 50,000 customers, will encourage recipients to trial its Food & Wine Recommendation Text Service. The service works by allowing consumers to text their choice of food or wine, and they will then receive an instant reply from Hardys' wine experts about which combination they should choose.
The DM packs, which contain the headline "fabulous flavours in minutes", are designed to look like a sauce sachet. Recipients will be invited to enter a competition to win a meal for two at restaurant chain Hotel du Vin, where they will receive a specially created meal with a complementary Hardys wine.
EHS Brann Cirencester said that according to its research, 85% of the UK public who drink wine more than once a week are not confident about what type of wine to drink with their food.
Alison Hamer, managing director of EHS Brann Cirencester, said: "This mail pack and our ongoing CRM activity is all about increasing consumer enjoyment of Hardys.
"By targeting those we know are interested in wine with the tools they need to enhance their drinking experience, in a way that stands out creatively, we are confident we have the building bricks of a lasting brand relationship."
Last month EHS Brann Cirencester ran a CRM programme for GB Airways, the British Airways-owned operation, targeting UK's overseas homeowners called GB Privilege.
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