Freixenet celebrates Mother’s Day with multi-channel activations
Spanish sparkling wine producer Freixenet has introduced a new #CheersToLife campaign ahead of Mother’s Day.
As the nation’s shops brace themselves for a flurry of last-minute gift-buying, Freixenet has unveiled its latest marketing activations in time for Mother’s Day this Sunday (30 March). The campaign takes a multichannel approach under the unifying brand message of #CheersToLife. Through in-store activations, TV adverts, social media and more, the global brand seeks to draw attention to its portfolio of Cava and Prosecco, as well as its recently added range of French sparkling wines.
As the standout initiative, Freixenet has partnered with Chambord liqueur to unite the two highly recognisable brands for Mother’s Day. They are collaborating on branded bays for the celebration in selected Sainsburys stores, running from 17-30 March. The bay features Freixenet Prosecco, Chambord liqueur and a free gift bag, offering an all-in-one approach to gifting for the day. As a further embellishment, Freixenet Italian sparkling wines are sporting silver bows to help them stand out on the shelf during the busy season.
In the digital sphere, too, the brand has been busy maximising its impact. Closing on 24 March, Freixenet ran a competition on social media that offer four lucky winners the opportunity to win a bottle of Prosecco and a bottle of Chambord.
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Freixenet has also launched an influencer campaign, working with five fashion and lifestyle content creators to capture a ‘Mediterranean style Mother’s Day’. The hamper contains a trio of the brand’s star sparkling rosés – Italian Sparkling Rosé, Rosé Royal, and Cordon Rosé Cava – and features a leaflet outlining all three products.
With further point of sale activations now live across a range of retailers, Freixenet hopes that Mother’s Day 2025 will be a sparkling occasion around the country. It continues a run of high-profile activations, such as the brand’s display at Barcelona airport which featured a full size Cordon Negro-shaped motorbike.
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