Vertigo PR has been called in to launch a campaign to rejuvenate the once fashionable brand. The Manchester-based agency will promote the wine as a perfect complement to a summer picnic.
'The idea is to create an occasion when you would drink Mateus - and what better than a quirky British picnic,' said group head Abby Wright.
Mateus has a £3m budget to overhaul the brand this year and the summer PR campaign has a spend of £500,000 over three months. Vertigo, the consumer division of MC2, will work alongside experiential marketing outfit Cord Promotions, media strategists OMD Manning Gottlieb and creative agency Euro RSCG.
The agency will target women through titles including The Sunday Times Style Magazine, Eve, In Style and the nationals.
Celebrity chef Simon Rimmer will front the campaign.
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