By Andy Young
Wolf Blass has launched a new brand campaign, which will go across TV, print, digital as well as in-stores.
The campaign is the first brand relaunch executed by J. Walter Thompson since the agency was appointed as Treasury Wine Estate's global marketing services provider in February this year.
Wolf Blass global brand director Angus Lilley said: "‘Here’s to the Chase’ focuses on celebrating those who boldly back themselves, a trait that often separates those who dream and those who achieve. Something that our founder Wolfgang Blass himself is a strong believer of, and something we felt was well worth raising a glass to."
Lilley told TheShout: "It's going to be through independent retailers nationally with big in-store displays and point-of-sale material and it's tied in with the 'Here's to the Chase' campaign and our AFL sponsorship.
"We're really pleased with the campaign, it's really based on the Wolf Blass ethos and award-winning wines and this idea of triumph and what's really pleasing for us is that it's that modern interpretation of it all. It's been a lot of work by a lot of people but we're really happy with it."
The campaign will going into stores in the back half of August but Lilley said that the real focus will be through the month of September, leading up to the AFL finals.
Lilley added: "The independent trade where this particular program is focused has been a real cornerstone of the Wolf Blass business and will remain to be so. The 'Here's to the Chase' campaign is a great indication of our on-going investment in the brand and where we're trying to take it. So retailers can be excited about the brand and where we are trying to take it."