Calvet Wines has just launched its ‘Rue du Calvet’ campaign at the Blenheim Palace Flower Show this past weekend with an experiential activation featuring sampling and a celebrity chef.

Sampling a Sauvignon Blanc, a Muscadet and a St. Emilion, attendees were invited to try the wines with a selection of complimentary canapes designed by Calvet’s ambassador, Michelin-starred chef Glynn Purnell.

The activation, created for Calvet by experiential agency ignis, saw Purnell create dishes inspired by his memories and stories of France, then pairing them with the wines. This was captured on video and will be seeded across social channels over the summer. Brand Ambassadors were on hand to educate visitors about the brand and the wider ‘Rue du Calvet’ campaign.

“The Rue du Calvet campaign celebrates everything that is wonderful about France,” says ignis Executive Creative Director, Nick Peters, “at Blenheim we were able to engage with our audience in a tactile and multi-sensorial way, bringing the wine to life with stories that inspire people to take pleasure from great wine and good food in the way that our French friends do.  The quality conversations we had are a testament to this approach, and we’re excited to share this on social and broaden the conversation even further.”

Over the course of the three days (June 22nd to June 24th), six and a half thousand samples of wine were enjoyed by those who engaged with the activity.  The ‘Rue du Calvet’ campaign will run throughout 2018, celebrating and inspiring people to live with a little more ‘joie de vivre’ and create their own unique stories with Calvet.

Calvet Wines was founded in 1818 at Tain l’Hermitage in the Rhône Valley. It is a pan-appellation brand.

ignis is a multi-award winning independent brand experience agency based in Fulham. Over its 29-year history it has worked with a wide range of clients ranging from Jameson, Fuller’s to Betfair and Chivas.

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The Royal Horticultural Society (RHS) has commissioned full-service event production and brand experience agency, Event Concept | Veevers Carter to deliver an ambitious experiential activation within the Great Pavilion at the RHS Chelsea Flower Show 2017.

The project will include a 215-square-metre installation celebrating achievements in gardening and design, as well as tying together key exhibitions including: Plant of the Year, Master Grower, the RHS Photographic Competition, and RHS Garden Advisory. The activation, entitled The RHS Experience will be unveiled within the Great Pavilion at the RHS Chelsea Flower Show from May 23 – 27 2017.

The installation will be split into wellness, wildlife, advisory, and urban zones; all of which will include sponsorship and various other opportunities for supporting brands to get involved.

Event Concept | Veevers Carter group worked across every element from conceptual design and brand messaging to onsite project management and planting.

The appointment follows last year’s highly successful and award-winning activation, Behind Every Great Florist, for New Covent Garden Flower Market which paid homage to HM The Queen on her 90th birthday. The design, which won Gold at the Chelsea Flower Show, subsequently became an international icon of the 2016 showcase.

Ming Veevers Carter, Creative Director for Event Concept | Veevers Carter, said: “The RHS wanted an installation which matched the immersive and elaborate designs being showcased each year by those who take part in the exhibition. The RHS Experience is a bespoke exhibition stand designed to enhance the experience of attendees. It is also a striking piece of contemporary architecture that encapsulates the essence of the RHS Chelsea Flower Show which enabled our teams to showcase the full extent of their creative talents.”

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