Chelsea & Co. wins tender for Sherry UK campaign with ICEX and CRDO Jerez

Chelsea & Co digital marketing agency is delighted to announce that it has been awarded the tender for a new digital marketing campaign to promote Sherry Wines in the UK, one of the most important markets for these wines from Southern Spain.

The campaign is being launched jointly by the Consejo Regulador D.O. Jerez and ICEX, the Spanish Export and Investment Agency, the first time that ICEX has supported such a campaign to promote Sherry exclusively. 

This important win builds on Chelsea & Co’s close and highly productive working relationship with the CRDO over the past nine years, including the annual International Sherry Week, which celebrates its 10th edition this year. The Barcelona-based agency has built the Consejo’s digital strategy entirely, overseeing its transformation to the current status as a benchmark in digital for the wine industry. The Sherry Week campaign has won a number of awards, including the Drinks International Wine Marketing Award for Best Digital and Social Media Campaign.

The winning bid, against strong competition from four other highly respected agencies, was chosen by ICEX, without involvement by the CRDO. This success confirms and underlines the agency’s specialist expertise in marketing wine through digital channels.

Sherry UK Campaign

The Consejo-ICEX UK campaign will consist of two distinct waves, in summer (June/July) and autumn (October/November. It will be directed towards consumers, but will also support the on/off trade through a dedicated microsite.

Chelsea & Co’s approach was in line with the agency’s philosophy to always use a 360° digital media strategy: the Sherry UK campaign is consumer-focused and data-driven, while changing the narrative of how we talk about Sherry, thereby ensuring consistency and optimisation of the multi-channel campaign across both online and offline.  

Microsite in

For the first time the UK Sherry campaign will include a substantial investment, with Chelsea & Co managing strategic activations at Waitrose stores in London City and Booths supermarkets in the North. These will include staff training, masterclasses, and tasting events, in addition to other activities.  

Collaboration has always been core to the agency’s business philosophy, teaming up for this campaign with London-based digital wine marketing agency BRISC, to bring together a series of Sherry Routes in three major British gastronomic cities: Manchester, London and Edinburgh. The two digital marketing agencies will also work together to promote the online learning platform Sherry Academy’s English courses in the UK this year.  



Online Wine tastings Chelsea & Co

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