JCPR wins account to promote sherry

Jackie Cooper PR is planning a consumer PR blitz to promote sherry in the UK and boost year-round sales.

The agency won a four-year contract, which will be reviewed annually, after pitching against agencies including seven-year incumbent Phipps PR.

It is understood that the annual marketing budget for the campaign is around £850,000 per year, including PR fees in the region of £200,000.

JCPR founding partner Robert Philips said the agency aimed to ‘deseasonal-ise’ the drink via a ‘mass-market, consumer-focused campaign’. The drink, he says, currently has a reputation as mainly a winter drink.

The campaign is funded by Spanish sherry-producers’ trade association Fedejerez and the Andalucia regional government. JCPR’s contract will be renewed annually.

Philips said that target consumers for the campaign were ‘35 to 55-year-old ABC1s’, adding: ‘This is not about making sherry fashionable or the latest hip drink. This is about promoting the fact that sherry is a classic wine’.

A campaign theme will be ‘Ten-Star Tapas’, for which Michelin-starred chefs will promote sherry as an accompaniment to tapas.

JCPR has already negotiated tie-ins with magazines including the Observer Food Monthly supplement - which, Philips said, was planning a sherry-themed issue - and a ‘strategic alliance’ with tour operator Simply Travel.

JCPR reports to Fedejerez MD Bosco de Torremocha, who is based in Jerez.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.

Max Clifford trial jury reconvenes with majority verdicts direction

Max Clifford trial jury reconvenes with majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has reconvened after being told by the judge yesterday afternoon that he will now accept majority verdicts.

The latest social media fail case study: #myNYPD

The latest social media fail case study: #myNYPD

The New York Police Department's Twitter fail offers another social media lesson for organisations.