Las Moras steps up marketing campaign

Written by Claire Weekes

Tuesday, 21 October 2008

Argentinian wine brand Finca Las Moras is stepping up its UK marketing activity following major new listings for its wines.

It is extending its ‘Perfect Harmony' campaign, developed to demonstrate its sustainable approach to wine production to consumers, following a launch to the trade earlier this year.

A number of initiatives, the first that Las Moras has targeted at consumers, are being rolled out. A website has been launched to showcase the full range of Las Moras wines and a consumer sampling campaign is being developed.

Las Moras has also developed a range of ‘Perfect Harmony' recipes - a series of traditional Argentinian dishes based on old family recipes of the winemaker, that are matched to Las Moras wines.

It is also sponsorsing the Argentinian section of Antony Worrall Thomson's ‘At Home Magazine', featuring recipe advertorials, advertising and a competition.

The campaign was launched to the trade with a series of adverts, advertorials and editorial at the beginning of this year.

Nielsen data released earlier this year showed that Finca Las Moras has continued to increase its lead of the Argentinian market.

In June, two of its range achieved a listing in Morrisons.