Yalumba is aiming to increase consumer awareness of its premium Yalumba’s Samuel’s Collection, with the launch of a three-year campaign, which is titled The Magnificent Unknown.
The three-year investment will be brought to life in stores and venues across Australia in order to reconnect with premium wine shoppers at the point of purchase. In addition, the national campaign will be seen in cinema, Foxtel, playback TV, Connected TV, Out of Home street furniture and retail proximity, and across all digital channels.
“The journey of Australia’s oldest family owned winery is one where many of its leaders have taken courageous steps into the ‘unknown’,” said Director of Marketing and Communications Nicky Gameau.
“The campaign gives the audience an opportunity to connect with a timeless emotion: the ambition to do something bold. In an extremely cluttered category, the premium wine drinker needs something they can believe in. The story needs to be authentic, relatable and memorable”.
“We are building mental availability of Yalumba’s Samuel’s Collection amongst premium wine drinkers and capturing them at the moment of purchase with out of home activity close to venues,” Gameau added.
Yalumba is working with national distribution partner Samuel Smith & Son to ensure market focus is on in-store availability, therefore driving value back to its trade customers.