In the spring of 2012, the venerable Maison Louis Jadot, one of the most revered producers in Burgundy, will launch a multi-faceted marketing campaign in the U.S. named “America Loves Jadot.” Over the next five years, $23 Million is budgeted for the campaign, Jadot’s biggest marketing push in many years. “America Loves Jadot” focuses on Maison Louis Jadot Beaujolais, Beaujolais-Villages, Mâcon-Villages, Pouilly-Fuissé, Chardonnay and Pinot Noir (Bourgogne) wines, the most popular and beloved French wines in America. These wines have garnered impressive sales figures and accolades, including “Number 1 French Brand in America” and “Number 1 Premium French Pinot Noir and Chardonnay in the U.S.A.” (Neilsen) and “Top 20 Chardonnay” and “Maison Louis Jadot, Top 10 Most Popular French Wines” (Wine&Spirits Annual Restaurant Poll), respectively.
To kick off the campaign, Jadot is running a “Share Your Love Photo Contest” on its new “America Loves Jadot” Facebook page. Consumers who love Jadot wines can submit a creative photo that captures their love story for a chance to win a trip for two to Paris and other great prizes. Entries are being accepted now until December 31, 2012. “Louis Jadot has joined many couples on their first date, a blind date, a wedding, a proposal, an anniversary, a night out with great friends or a special occasion with family and friends. This photo contest allows fans of Jadot to creatively express what love means to them,” explains Jadot’s Winemaker Frederic Barnier.
Check out the new “America Loves Jadot” website.
Central to the “America Loves Jadot” campaign is a new look. The wines now sport updated, cleaner and more consumer-friendly packaging, and redesigned shippers and tray packs now have the bold horizontal stripes and hearts that is the campaign’s look. Print ads will appear in major national wine consumer and trade publications (Wine Spectator, Wine Enthusiast, Food&Wine and Beverage Media) and newspaper ads will run in key national markets.
A national sampling tour will center on four markets: NY, CA, TX & FL. The tour activity is in two parts; a booth at summer art & music festivals, and tastings at nearby retail locations. At festivals, Jadot tents will offer a wine bar, giveaways and a photo booth where consumers can take their photos for the “Share Your Love Photo Contest.” The festivals will be held on:
April 6-8 Deep Ellum Arts Festival-Texas
May 4-6 – SunFest – West Palm Beach, Florida
June 7-8 – Fillmore Jazz Festival – San Francisco, California
August 21 – Hudson River Park Blues BBQ Festival – New York, New York
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