There are more Ashes trips to be won in the Wolf Blass sports campaign

There are more Ashes trips to be won in the Wolf Blass sports campaign

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Foster's Group has lined up a second phase for its sport-themed promotional campaign for the Wolf Blass wine brand in the UK.

The next phase, which follows the initial GBP2m (US$3.2m) investment back in February, will run throughout September and October, Foster's said today (23 August). Through a continuation of the 'Ultimate Sporting Prizes' neck collar mechanic, Wolf Blass has upped the number of trips available to win to watch the Ashes cricket series in Australia from one to three. In addition, VIP packages to other sporting events such as the Ryder Cup and the Autumn rugby internationals are on offer.

“The first phase of the campaign has certainly delivered against our objectives of driving sales, raising awareness of Wolf Blass to key consumers and driving footfall for retailers,” said Suzanne Maddison, senior customer marketing manager at Foster's EMEA (Europe, Middle East and Africa). “Latest figures show that during the first phase of the campaign sales of Yellow Label Chardonnay have tripled and Yellow Label Cabernet Sauvignon have doubled. 

“The second phase of the campaign will ensure that Wolf Blass continues to ... drive sales in the run up to the key Christmas sales period.”

Themed POS material is available to the country's retailers, including shelf barkers, wobblers and A3 posters.