The Kite Factory and Red Brick Road have unveiled their debut campaign for Majestic after both were appointed in September, following a competitive pitch.
The omni-channel campaign will run across digital OOH, radio and digital and social display and supports the recent re-brand of the UK’s leading wine specialist which returned the logo and visual identity to its historic grapes motif and green colour palette with a modern update.
The campaign launches a new creative platform, “Discover New Tastes” which encourages customers to explore Majestic’s specially selected range of beers, wines and spirits with the help of their qualified in-store, expert staff. The creative shines a light on the drinks merchant’s key differentiators over competitors – the curated Majestic range and specialist staff expertise.
Given the frequent changes in national restrictions, the campaign has been designed to be agile so all aspects can be flexed to fit the shifting landscape. The messaging in OOH can be changed in minutes should stores be forced to close, regional airtime can be switched out if fulfilment becomes a challenge, and digital channels can be optimised in real time to ensure strong ROI for the campaign.
Matthew Gaunt, customer director of Majestic, said: “During lockdown, we saw record numbers of new customers discover Majestic for the first time. Many of these have now gone on to become regulars shoppers across our 200 stores nationwide.
Through customer surveys, we know that the reason they enjoyed their first Majestic experience was due to our expert store colleagues. It’s their unbeatable expertise, backed up by award winning ranges and Mix Six pricing, which you simply cannot find in supermarkets. So we are delighted to be putting our store colleagues centrestage in our first advertising campaign for half a decade.
Adaptability has been key across in navigating 2020, and we’re pleased to be working with Kite Factory and Red Brick to showcase what makes Majestic special during an unprecedented Christmas period”
James Smith, managing director, The Kite Factory, said: “We’re thrilled to partner with Majestic Wine and thoroughly enjoyed working on this campaign in partnership with Red Brick Road. The landscape is hugely challenging for media planning but we’ve embraced the need for flexibility in our media strategy, to ensure the campaign is as agile and effective as possible given the difficult circumstances. It’s been a challenging but enjoyable process and we think the results demonstrate the best of what omnichannel can offer.”
The campaign has a range of different messages that can be applied at different points of the week to maximise resonance with the consumer, depending on what they are likely to be doing.
Zoe Crowther, managing partner at Red Brick Road, said: “We are delighted to be working with Majestic at this exciting time for both the business and the brand. They have a fantastic offering and strong point of difference and it was a joy to bring this to life with this new campaign”