Alesha Dixon launches campaign for FirstCape

Singer and Strictly Come Dancing judge Alesha Dixon has been announced as the brand ambassador for FirstCape's Café Collection lighter style range.  Alesha has teamed up with the fastest growing lighter style wine to launch the brand's nationwide Queen of Chat competition.  The competition is looking to find the UK's most chatty, fun, engaging and bubbliest female, to reflect the brand's lighter style range.

Alesha's appointment comes as part of a £2million marketing campaign for FirstCape in 2011, which aims to raise awareness of lighter style wines in a bid to evolve and grow the lower-alcohol market.

Steve Barton, UK Director for FirstCape commented:  "We are thrilled to have Alesha on board as the face of FirstCape Café Collection.  We have significantly boosted investment in the brand this year as we see a real opportunity to further exploit the lighter style market. 

"The Queen of Chat competition is a great platform for us to engage with target consumers and recruit new drinkers to the category.  Having a high profile celebrity to front the campaign will help us raise awareness of our brand and the investment behind it, will demonstrate our commitment to growing the lighter style wine sector to the trade."

The Queen of Chat competition launches on 15^th August when entrants will be able to upload videos to www.cafecollection.co.uk.  The winner will be crowned the Queen of Chat, win a year's supply of FirstCape Café Collection, £2,000 and a chance to meet Alesha Dixon. 

First Cape's Café Collection is the fastest growing lighter style wine brand in the UK, with FirstCape being the number three selling wine brand in the off-trade.

Posted by Adrian Broadway