Treasury Wine Estates (TWE) is launching its first-ever outdoor marketing campaign for its Squealing Pig brand, including significant activity at Manchester and Brighton Pride events.

Running until 28 August, the campaign sees adverts promoting the brand’s Italian Pinot Grigio Rosé, New Zealand Sauvignon Blanc and Mendoza Malbec placed across London, Edinburgh, Manchester, Brighton and Leeds.

The brand will also be at Brighton & Hove Pride (5-6 August) and Manchester Pride (25-28 August) as both events’ official wine sponsor.

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TWE employees will walk in community parades at both events with a Pride pig blimp. Additionally, a Squealing Pig horse cart with samples of Pinot Grigio Rosé, Sauvignon Blanc and Malbec will be present.

Ben Blake, head of marketing EMEA at TWE, said: “This is a major stepping stone for us and we want to watch the pig fly as we continue to champion this brand and significantly raise awareness of Squealing Pig among UK consumers through impactful campaigns such as this.”

Through the outdoor campaign and the estimated 250,000 and 500,000 attendees at Manchester and Brighton & Hove Pride events respectively, TWE hopes to secure 12 million impressions for the brand.

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