Campari boosted by £1.1m TV push

First Drinks Brands is set to kick off a major marketing push for Campari.

The £1.1million television advertising burst is intended to emphasise the "Mix Bitterness with Pleasure" message, aiming to build on the Italian brand's encouraging on-trade performance.

Latest figures show a 17 per cent rise since Campari was relaunched a year ago.

The four-week television campaign features an eclectic mixture of celebrities including punk rocker and model Jimmy Pursey, former Queens Park Rangers and England footballer Rodney Marsh and Kray twins' associate 'Mad' Frankie Fraser.

The adverts will support other Campari marketing which will include a major sampling campaign and a distribution drive aimed at premier bar and restaurant outlets.

These target areas will include the Conran Group of restaurants and wine bar chain Corney & Barrow.

The sampling is expected to involve up to 400,000 consumers through special bars at consumer shows and exhibitions including the Ideal Home Exhibition and Men's Fashion Week, as well as at selected train stations in London and at major sporting and music events.

Although First Drinks Brands hopes to raise the profile of the product, the campaign will focus primarily on Campari and orange as an alternative to gin and tonic