Wolf Blass back on TV as it celebrates its award-winning heritage
TWE brand spends over half a million pounds on TV spots and in-store activation to drive award-winning awareness
Wolf Blass has launched a new through the line marketing campaign celebrating its rich award-winning history, fronted by a brand new TV advertising campaign in the UK.
The advert, which celebrates the winery being named Red Winemaker of the Year at the International Wine Challenge (IWC) three times in the last ten years (2008, 2013 and 2016), will be seen on major programming across key terrestrial and satellite channels throughout October, and will be supported by significant in-store activation support in key retailers.
The brand, owned by Treasury Wine Estates, has delivered excellent performance in the last two years, with Nielsen numbers showing that Wolf Blass Yellow Label is now the number premium (£7+) Australian sub-brand in the UK. The same data shows that an extra 2m bottles of Wolf Blass have been drunk in the UK since August 2015, making it one of the fastest growing brands in the category.
The new advert will be shown around broadcasts of Coronation Street and Emmerdale on ITV, as well as the high-rated Jonathan Ross Show. It will also be shown on Channel 4’s Formula One highlights coverage, as well as on other programming across the ITV and Channel 4 digital networks, as well as on Sky One and Sky Living.
In the grocery channel, there will be activation across the Yellow Label and Silver Label ranges, with extensive in-store feature. There will also be in-store sampling and advertising in the likes of Asda as well as feature in Tesco’s “Drinks Festival”. Asda will also be featuring the Awards activity online, such advertising in rotation on its Facebook page.
In the convenience channel, there will be some significant awards activation seen in both Nisa and Bargain Booze, while more than 2,500 POS kits will be going into retail clubs servicing the cash & carry sector.
Kirstie McCosh, Marketing Director, Europe at Treasury Wine Estates, said: “We are delighted to launch this new TV advertising to talk directly to consumers about the outstanding quality credentials of Wolf Blass. Year in year out the brand wins major recognition across the globe.
“However, the three recent wins as Red Winemaker of the Year at the prestigious IWC are the high watermark. They show a wine making team that consistently produces the highest quality wines year after year.
“It is a powerful message and one that we will be using in-store to talk to shoppers, using the assets as effectively as possible, from medals on-pack, to on-shelf feature and tastings in-store.”
Wolf Blass has an incredible award winning history. Since it was founded by Wolfgang Blass in 1966, its wines have won over 8500 awards all over the world – with one of the main highlights being its victories in the Jimmy Watson Trophy, the Oscars of the Australian wine industry, in 1974, 1975 AND 1976.
Its successes continue to the present day. In 2013, as well as winning the IWC award, it was also named International Winemaker of the Year at the International Wine & Spirits Challenge. And its success has continued this year, with Wolf Blass being named “Best of Nation” at the 2017 San Francisco Wine Challenge – for the third year in succession.
* Nielsen – QTR to 10.15