To coincide with the Ashes cricket series, Hardys Wine has delivered the opening salvo in what is sure to be a keenly contested battle on field, with a little bit of fun at the expense of the Poms off it, in a new integrated campaign.
For five generations, the Hardy family has made it their passion to make wines that Australia can be proud of on the world stage. The campaign, titled ‘Taste the Aussie Character in Every Bottle’, sees that passion now being used to support Australia in its efforts to win back the Ashes.
Running across out of home, social and in-store, the campaign is to activate Hardys sponsorship of Cricket Australia.
Ian Cassidy, managing partner at The Station Agency, said: “As sporting rivalries go, there are none greater than Australia versus England in the fight for the Ashes. But there are also none wittier.
“It’s not enough to beat the old enemy. We also want to have a little laugh at them too, and that’s what this campaign is all about – having a good-humoured dig at the English, and at the same time, acknowledging the abundant character that both nations’ share along with Hardys.”