Chambord extends reach of UK campaign

Brown-Forman-owned raspberry liqueur Chambord has expanded its Because No Reason campaign, which seeks to “encourage the UK’s busy urban women to do as they please”, to include out-of-home advertising.

The activation will include London Underground adverts and London Routemaster bus wraps

Using the hashtag #BecauseNoReason, Chambord will highlight its signature serve, the Chambord Royale, through its campaign, focusing on the two core cities of London and Glasgow.

The activation will include “eye-catching” print and digital 6-sheets, London Underground adverts, London Routemaster bus wraps and high impact digital screens in Glasgow.

Chambord continues to focus on its female target audience, who are looking for everyday luxury upgrades, to actively choose a Chambord Royale when at the bar or in the supermarket.

The push will be complemented by wider activity across social and digital media, PR and experiential events; delivering a six-figure ATL investment from the brand.

The out-of-home campaign complements Chambord’s nationwide on-trade ‘Just Add Chambord’ summer promotion, which encourages consumers and customers to upgrade their sparkling wine to Chambord Royales, by adding Chambord.

The campaign will support Chambord Royale visibility in-store and online across Tesco, Sainsbury’s and Asda this summer, as well as price promotional activity across all key grocery retailers.

Crispin Stephens, head of commercial planning and Activation Bacardi Brown Forman Brands, commented: “This is an exciting moment for Chambord in the UK. Through such an impactful mass-reach consumer campaign, focused on the Chambord Royale, we’ll be directly supporting both on and off-trade customers in driving incremental profits.

Simply upselling a glass of fizz or Prosecco bottle sale with Chambord, represents true additional value both to the customer and the end consumer.”