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Cono Sur Wines perfectly paired with Food Network

by CyT UK, 04.06.2018

  • ​The Crafted with Care campaign will reach 13 million viewers over 6 months
  • Media will be both 30 second TV advert and sponsorship idents telling the story of the bicycle in the Cono Sur vineyards
  • Food Network is the UK’s No. 1 lifestyle channel
  • Brand seeks to reach ABC1 wine drinkers for whom “taste is paramount” and to build the association with food pairings and their aromatic wines
  • Cono Sur Bicicleta produces both the UK’s best-selling Pinot Noir and Viognier, and each in strong growth at +10% and +18% respectively (Nielsen Value 52w 04.18)

“This new TV campaign and our partnership with Food Network is all about getting people to make the connection between Cono Sur’s famous bicycles, and the care and commitment of its workers to producing fantastic quality wines.”
                                                                                           James Hick, Cono Sur Senior Brand Manager in the UK

Viña Cono Sur, the winery famed for its award-winning quality, innovation and sustainability credentials is delighted to announce a major new partnership pairing with Food Network.  Idents will be shown on Food Network on prime time between 6pm and 9pm during popular cookery shows such as Jamie’s 15 Minute Meals, Jamie & Jimmy’s Friday Night Feast & Paul Hollywood’s City Bakes.
The new campaign will be shown over 6 months on Food Network, Sky and Video-on-Demand (VOD) online channels, targeting 25-44 year old ABC1 males and females. The campaign, the first for Cono Sur in the UK, reaches out to those wanting to learn more about the products on their dinner tables. Cono Sur Senior Brand Manager James Hick explains;
“These consumers are united by striving for great taste, from both their home cooked meals and also their choice of wine.  They believe in the ‘craft’ philosophy where a human touch is important and less mass-produced, and they are looking for a wine to enrich those mid-week meals where that extra bit of care is taken.”

Rachel Bristow, Director of Partnerships at Sky says
“We’re thrilled that Cono Sur wines are partnering with the Food Network, a great pairing that will tell their story to 5.4 million foodies every month. Building on the reach and trusted environment of TV, the campaign will be further enhanced through digital, in-store and customer activations.”