Treasury Wine Estates’ Australian wine brand, Lindeman’s, has announced a brand new £1m integrated marketing campaign to drive awareness of the Carbon Neutral certification for its range.
Lindeman’s has recently became one of the first Australian wine brands to have its product range certified Carbon Neutral by the Carbon Trust.
The campaign, named Step into The Sunshine, is launching this week with a ‘Buy one Plant one tree’ activation in Tesco, Morrison’s & Asda stores, with the brand pledging to plant a tree for each bottle of Lindeman’s sold within a certain time period.
The campaign also includes the creation of carbon absorbing canvas murals, created by street artists Nerone and Jody Thomas, in London and Bristol.
By using carbon absorbing paint, the murals will help to clean the surrounding air within these bustling city centres. The murals will be going live at the beginning of July, in line with the current lockdown roadmap, and will be gifted to community centres following the campaign.
The campaign elements will also include, social media and influencer support, in-stream video advertising, Spotify on-line video advertising and media partnerships. The media plan is also carbon neutral, with all emissions being generated from this advertising being off-set as well.
“This is the first time we have made this level of investment into the Lindeman’s brand in over five years,” Ben Blake, Head of Marketing, EMEA at Treasury Wine Estates, said.
“This is a huge step change for the company and we’re proud to demonstrate what we’ve been working really hard towards – and that’s to make it easy for shoppers to be able to make more sustainable choices, and really emphasise that small steps can add up to a big difference. We’re aiming to recruit more environmentally conscious consumers to the wine category, and this is especially relevant to younger shoppers, who are becoming increasingly conscious of their everyday lifestyle habits.”
As part of the launch, the Lindeman’s 750ml Bin range will have a Carbon neutral sticker on the front of each pack. RRP: £7, sold in cases of 6.
