Treasury Wine Estates has announced an above-the-line campaign for Australian wine brand Wolf Blass which will see the return of its ‘Here’s to the Chase’ TV commercial.
Launching today on Finecast, the video on demand platform, the commercial will run till 27 December. Finecast VOD provides broadcasters and content platforms across the UK with the ability to provide targeted advertising via a single access point on TV – serving major catch up channels including ITV Hub, My5 and 4OD.
The brand said the advert achieved high engagement rates of ABC1 wine drinkers earlier this year, during its March – June run.
The relaunch this winter comes as Wolf Blass is named International Red Wine Producer of the Year at the 2020 International Wine and Spirit Competition (IWSC). An extended section of the film will showcase the Red Label range, to highlight the wider Wolf Blass portfolio and its core tiers – Red Label, Yellow Label, Silver Label and Gold Label.
The brand has also partnered with Degustabox to activate a sampling campaign that will provide subscribers with the opportunity to sample 20,000 bottles of Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon in both its November and December box.
The December box will include Wolf Blass wines featuring in a brand-new Degustabox advent calendar.
The campaign will be supported across social channels including paid-for ads on Facebook and Instagram, and through influencer marketing.
Ben Blake, head of marketing Europe at Treasury Wine Estates, commented: “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.
“When the commercial went live earlier in the year, a Kantar brand study took place to evaluate how the film resonated with our core audiences. The study revealed a significant increase in purchase intent and awareness.
“The addition to the film and emphasis on the full range positions Wolf Blass as the perfect wine to be enjoyed over Christmas. Our sampling activity is also a great way to further engage with our key consumers and encourage people to explore the quality of Wolf Blass wines.”
