Accolade Wines has announced a £1m investment in a new campaign for Hardys, its No 1 wine brand (Nielsen MAT Value and Volume).

The Rules According to Hardys campaign involves a warm and engaging theme about the different rules and quirks around families and the game of cricket.

The Hardys campaign will feature heavily during the cricket season including TV sponsorship of Channel 5 Cricket Highlights which reaches 10.4m adults, a partnership with and cricket print media advertising. There will be a strong brand presence in England cricket grounds across the UK with perimeter boards, promotional activity and branded bars.

Hardys will be promoted in both the on and off trade including gondola ends, summer seasonal aisles and competitions to win cricket tickets and related branded products to drive awareness and purchase at point of purchase.

David White, marketing director for Accolade Wines, said: “We have consistently invested in Hardys sponsorship of the England cricket team over the last few years and now established our credentials as a long term supporter of English cricket.

“We are confident that this new campaign, The Rules According to Hardys, will connect with our consumers by raising a smile at the quirky ways British families interpret the rules and enjoy time together, especially when playing cricket.”

The campaign will extend to Hardys social channels through a partnership with the England and Wales Cricket Board to create a series of posts revealing the quirky personal family rules of those that grew up around the game.

The brand will also front a search to celebrate the unsung heroes of local grassroots crickets and it will be revealing its support for some unusual cricket traditions during the season.

White said: “Hardys is an accessible wine brand and we are investing in a campaign with humour and warmth which links our cricket sponsorship into how accessible the game is within the family environment. With our extensive range, Hardys is perfectly placed to connect with all UK wine consumers and with this campaign, continue to build on our success as the UK’s biggest and most trusted wine brand, driving incremental sales across all trading channels.”