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.