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.

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