Wine brand Echo Falls is targeting women with a new £1m marketing campaign in the runup to Valentine’s Day called ‘Phone on Silent, Girls on Loud.’

The campaign will run throughout February, before returning in the summer months. It is intended to celebrate female friendships marked by ‘Galentine’s Day’, which originates from the TV sitcom Parks and Recreation and takes place on 13 February.

It will feature adverts on major shopping billboards across the UK. Additionally, stars from the TV show Made in Chelsea will be recording audio ad spots to feature across podcasts relevant to Echo Falls’ customer base. There will also be paid social and digital activity.

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Supplier Accolade Wines is looking to highlight a range of Echo Falls products, including the recently released Fruit Fusions range, available in 5.5% and 9% ABV varieties, to showcase the opportunity for shoppers to choose the right ABV to match their moment.

Alexandra Chambers, senior brand manager at Echo Falls, said: “We’re going big with our Echo Falls activity this year, building affinity with our core audience of women aged 25-44. With Galentine’s Day around the corner, it’s the ideal opportunity to remind customers that female friendships are worth celebrating. Our portfolio of blends and varietal wines, which includes best-sellers White Zinfandel, Merlot and our Rosé blend, provides the ideal accompaniment for any get-together amongst gal pals.

“To help us achieve this, we’re using the voices and podcasts that Echo Falls fans know and love, whilst our nationwide billboards will build brand awareness amongst a wider range of consumers. As the category leader for flavoured wine, we know it’s important to invest in our products and ensure Echo Falls continues to be popular with shoppers and retailers.”

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