Casella Family Brands has commenced a marketing activation in the UK for its flagship Yellow Tail brand, promoting the wine’s Australian provenance.
‘Good on ya!’ will air in the country from this week. Centred around three TV ads, the campaign will also include social media presence and in-store activity. The “first burst” for the spots will run for four weeks on the ITV channel during what Casella dubbed “high-profile shows”.
[yellow tail] Swing 20" from isobel creative on Vimeo.
“This is the first work produced by Isobel since their appointment as Yellow Tail’s brand partner last year, and we’re really excited about the potential it has to deepen our connection with existing Yellow Tail fans while also helping to bring new consumers to the brand,” said Casella’s Europe marketing director, Kevin Chinn. “We’re committed to investing in Yellow Tail and delivering innovative and engaging campaigns that celebrate the spirit that defines our brand.”
Just over two months ago, privately-owned Casella unveiled a packaging update for the brand in all of its markets. The refresh preceded confirmation from the company two weeks ago of the discovery of counterfeit bottles of Yellow Tail in the UK’s convenience channel.
