Entering its third year as the Official Wine of England Cricket, Hardys briefed Essentially to devise and deliver a season-long campaign which would resonate with local cricket clubs, and, more specifically, their wine buyers. Thus the Hardys Heartbeat of the Club award was born.
The campaign, which was run in conjunction with The Cricketer magazine, launched on 6th April when Hardys took brand ambassador Stuart Broad back to his first cricket club, Edgerton Park, to meet its heartbeat, Chairman David Glover. A variety of media flocked to hear Broad support Hardys’ call for local clubs to nominate their members who go above and beyond for their team.
With the campaign up and running and nominations flooding in, each month one Heartbeat of the Club was hero’d with a feature in The Cricketer and presented with a case of Hardys wine.
Hardys amplified Heartbeat of the Club throughout the summer using appearances with England stars Joe Roots and Jonny Bairstow. Both were taken back to their first cricket clubs to meet the individuals who make the club tick, speak to media and take part in content sessions for use across England Cricket and Hardys social channels.
The Heartbeat of the Club campaign culminated at the NatWest OSCAs at the start of October where Stuart Broad presenting the overall Hardys Heartbeat of the Club, Tim Chambers, with a magnum of Sir James, Hardys finest sparkling wine.