As a relative newcomer to the UK sparkling wine market, Chandon became a sponsor of McLaren Honda F1® Team in 2015.
Insight, Strategy, Idea Generation, Communications, Design, Integrated Planning, Project Management, VIP Hospitality Management, Event Production, Measurement A member of the LVMH family, Chandon had limited awareness in the UK and tough competition with the rise in popularity of local sparkling wines. The key objective of the McLaren partnership was to increase product awareness and drive sales in on and off trade. Chandon partnered with retailer Majestic Wines, developing an integrated campaign targeting B2C and B2B audiences. Majestic sales staff were incentivized to promote Chandon for a chance to win prizes including giveaways, a tour of the McLaren Technology Centre and a luxurious Chandon experience for two at the Silverstone Grand Prix. This was run in parallel with a series of consumer promotions on Majestic’s e-commerce site and in-store for a chance to win prizes. Activated across 210 stores nationally, the nationwide campaign delivered 204% uplift in Chandon sales prior to the British Grand Prix. #EnjoyTheSpark
CHANDON & MCLAREN
ENJOY THE SPARK WITH MAJESTIC
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