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Great British Bake Off Star joins forces with Croft Sherry for a significant campaign.

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Following the completion of a brand refresh, including a packaging, label redesign, and website overhaul featuring the new “It’s Croft Time” positioning, Croft sherry is set to launch a summer campaign showcasing its versatility and targeting a younger consumer demographic. This campaign, developed in partnership with Farmhouse, will highlight different ways to enjoy the drink, including serving suggestions for longer, lighter spritz-style drinks.

The campaign is set to launch in May, with a strong focus on supporting consumers in creating easily accessible and elevated al fresco food and drink recipes. To bring the brand to an even wider audience, support will include PR, adverts across various media channels, and out-of-home advertising.

The Croft brand, owned by González Byass, has seen a resurgence in popularity over the past few years as consumers experiment with different drinks during the Covid-19 pandemic. González Byass believes that the trend for at-home consumption will continue, with 40% of consumers planning to go out less frequently due to the cost-of-living crisis.

Alison Easton, UK Marketing Director of González Byass, stated, “With a price-point of £13, Croft works perfectly as a classic chilled apéritif or as the base for delicious longer serves, such as Sandro’s Croft Summer Spritzer. We believe that in these somewhat challenging times, Croft offers the perfect balance of comforting nostalgia and modern appeal.”

The newly designed Croft Original and Particular products were introduced to the market in February 2023, aiming to subtly update the brand’s image and appeal to a slightly younger consumer without alienating its existing consumer base. Overall, this campaign seeks to reinvigorate the Croft brand and respond to consumer demand for accessible culinary experiences during the upcoming summer months.

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