Treasury Wine Estates has added the Red Label series of wines from Wolf Blass to the latest version of the brand’s recent UK marketing activation.
‘Here’s to the Chase’, which debuted in the country earlier this year, is returning for the run-up to Christmas. Centring around a TV ad that kicked off yesterday, the campaign also includes paid-for ads on Facebook and Instagram as well as “influencer marketing”.
The commercial will run on Finecast Video on Demand.
The activity will be backed by a sampling campaign food subscription service Degusta Box. Around 20,000 bottles of Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon will feature in the service’s November and December boxes.
The wine brand’s core ‘tiers’ include Red, Yellow, Silver and Gold Label expressions.
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“The return of the Wolf Blass ATL campaign and commercial to our screens this winter is testament to how successful the range is perceived by our target audiences,” said Treasury’s head of marketing for Europe, Ben Blake. “When the commercial went live earlier in the year, a Kantar brand study … revealed a significant increase in purchase intent and awareness.”
Earlier this month, group CEO Tim Ford confirmed to just-drinks that Treasury has put on hold its research into spinning off the Penfolds wine brand into a separate company.
“China is certainly a worry” – just-drinks speaks to Treasury Wine Estates CEO Tim Ford
