PR CAMPAIGNS - NARDINI GRAPPA
Nardini is Italy’s best-selling premium grappa with sales in excess of 5,000,000 bottles per annum. Until 2006 it had very little presence in the UK market. Following a listing at Sainsbury’s it was decided to give the brand a push.
The brief: To generate maximum UK press coverage on a trade and consumer level.
The approach: A suite of press releases highlighting the adaptability of grappa plus a programme of one-one interviews with Nardini’s charismatic Export Director, Antonio Guarda Nardini.
The results: CLASS, Fine Expressions, Food and Travel, The Grocer, The Guardian, Harpers Wine & Spirit Trade Gazette, Italia! Magazine, Italian Magazine, Olive Magazine, Red Magazine, Sainsbury Magazine, Sunday Times Style Magazine, Square Meal and Superplonk all featured Nardini grappa.
The follow up: Quercus Communications was commissioned to write, edit, design and publish The Grappa Handbook in association with Nardini. The resultant coverage has maintained the status of Nardini as the key player in the world of grappa.
The testimonial:
“Despite some 25 years in PR and marketing consultancy before taking on Nardini's UK agency, I realised that I needed access to specialist expertise and advice. Via a strong recommendation from spirits guru Dave Broom, I contacted Marcin. His knowledge, experience and thorough approach made an immediate impact, both on me and the strategy we formulated for the Nardini brand, ostensibly in support of our 2006 listing in Sainsbury's. Our success in securing some excellent press coverage has not only impressed me, but the entire team at Sainsbury's. Critically, we have achieved much more awareness – targeted at the right trade and consumer audiences – than we could have expected from the broader brush of conventional advertising or a less specialised PR operative. Thank you Marcin!”
Nick Hopewell-Smith, UK agent for Nardini Grappa