Hardys

Hardys — “The Rules According to Hardys” Campaign

Client: Hardys | Agency: CSM | Campaign: England Cricket Sponsorship 2018

Brought in at short notice to develop a campaign concept, line, and execution ideas for Hardys’ England Cricket sponsorship, I helped the team move from strategy to sell-in deck within just a few days.

As one of the UK’s most recognisable wine brands, Hardys wanted a fresh, family-friendly spin on its long-running cricket partnership. The result was “The Rules According to Hardys” — a light-hearted campaign celebrating the quirks of cricket and British family life, positioning Hardys as both witty and warmly relatable.

I created the core campaign line, Channel 5 TV idents, and on-site creative for Lords, Headingley, and other major grounds, alongside concepts for on- and off-trade promotions.

The £1M campaign ran throughout Summer 2018 across TV, print, and experiential channels, delivering a new, more human angle for the brand — all turned around at record speed.