FHB Brings Wine Country to ABC

ATLANTA Fry Hammond Barr has launched a new campaign for ABC Fine Wine & Spirits emphasizing the company’s wine selection, the shop said.

The Orlando, Fla., agency’s work includes television, radio, print and outdoor ads that are running throughout Florida. ABC has about 150 stores in the state.

TV spots are playing on cable and broadcast channels in Gainesville, Jacksonville, Miami, Orlando, Tampa Bay, West Palm Beach and the Fort Myers/Naples area. Print ads are appearing in newspapers in the Fort Myers and Tampa areas. The 11 billboards being used in the campaign are concentrated in North and Central Florida.

Florida artist Larry Moore was commissioned to paint landscapes of vineyards for the campaign. His artwork is used in all the ads. The oil paintings, each 30 by 40-inches, have an estimated value of $4,500 each and now hang in ABC’s headquarters in Orlando.

“Wine has become an ever present part of the American culture,” said Bob Gibson, director of marketing for the company. “This campaign brings our company closer to our goal of becoming the number one source for wine connoisseurs and the average American.”

Campaign spending was not disclosed. ABC spent $450,000 on advertising in 2004 and $150,000 through October of last year, according to Nielsen Monitor-Plus.

FHB has been ABC’s agency for the past 10 years.