Calvet's latest campaign marks strategic new direction

Calvet is set to feature in a new UK promotional campaign, which will represent a “seismic shift” in direction for the French wine brand.

The consumer campaign ‘Where’s your Rue du Calvet’, breaks on June 24 across national newspaper food and drink supplements. It is designed to encapsulate the “richly evocative nature of France and the emotions in sparks in all of us”.

The new campaign marks a significant investment in Calvet by brand owner Les Grand Chais de France, and the activity has been planned for this year as part of its 200th anniversary celebration.

Key to the experiential nature of the campaign is the appointment of new Calvet Brand Ambassador, Michelin-starred chef and TV personality, Glynn Purnell, who will be making the first of several appearances in the Rue du Calvet at the Blenheim Palace Flower Show on June 22 to 24.

The campaign will also have a strong digital focus as well as in-store on-pack activity featuring Purnell.

Mark Kears, managing director, UK & Ire, Les Grand Chais de France, said: “We are really excited to bring Calvet to life through Rue du Calvet and honoured to have Glynn Purnell as the new face of our brand. The concept came from a real insight; people have a personal and emotive relationship with France and we want to engage with this and bring France to our audience in the same way that Calvet does.

"Rue du Calvet marks a significant new departure for Calvet, and places the consumer firmly back at the heart of the campaign. We look forward to creating an emotional connection between this much loved brand and the great British public.”

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