Accolade Wines appoints Yonder ahead of 2022 brand investment

Accolade Wines - mediashotz

Accolade Wines, the global wine business, has appointed independent media agency Yonder ahead of a major awareness push for some of its biggest brands including Hardys, Echo Falls, Jam Shed and Banrock Station.

Following a strategic planning project earlier this year, Yonder was retained as media agency for the UK’s number one wine company without a pitch, and will report to Tom Smith, Marketing Director, Europe. 

Accolade Wines brief

Yonder’s brief is to help grow Accolade Wines’ UK business, with a series of multimedia campaigns to support a number of Accolade brands across 2022 with a total media investment of £5m.

The appointment marks a shift in approach to media investment for Accolade Wines, which previously focused on sponsorship and saw Hardys become the Official Wine of the English Cricket Team from 2014-19.

According to Accolade, the brand investment follows its carbon neutral certification for its European branded portfolio. 

The company continues to invest in sustainability through its supply chain and packaging solutions, and last month signed up as one of Tesco’s launch partners for Loop, the zero-waste shopping initiative allowing shoppers to return packaging to stores to be reused.

Ed Cox, Founder of Yonder said: “The wine category faces similar challenges to many FMCG and grocery brands, with consumer behaviour often driven by price and promotional offers. 

“With a renewed focus on brand communications, alongside NPD and unparalleled sustainability credentials, Accolade’s brands are superbly placed to stand out from the crowd. 

“We’re delighted to be supporting Accolade in their next chapter”.

Tom Smith, Marketing Director, Europe for Accolade Wines said “We’re exploring our outstanding brands to take them to new narratives in the coming year. 

“Working with Yonder we are proud to see our wines in a new light and share that with a growing audience.”