UK: Wolf Blass wine backs rugby

02 February, 2010

UK: Australian wine Wolf Blass is investing over £2 million in its largest ever sport-based campaign. The rugby-themed campaign launches this month and will run throughout 2010.

The campaign coincides with rugby’s RBS Six Nations Championship and will encompass national television advertising, national print, outdoor posters, online and in-store activity. Wolf Blass expects to reach over three million consumers and build on its association with major sporting events.

Wolf Blass is to take over roadside advertising sites on major roads into London and is to have a presence within Twickenham rugby ground, including pitch side advertising and sampling.

Additionally the campaign will dominate all advertising sites within Waterloo station. Wolf Blass will feature on all ticket barriers, digital LED sites and hanging banners positioned within the main concourse and on each platform.

“This is the biggest campaign that Wolf Blass has ever embarked upon and we are confident that it will resonate with key consumer segments and create enough buzz to draw new consumers into the portfolio,” explained Neil Barker, commercial director UK & Ireland Foster’s EMEA. “In this way, we envisage further strong growth behind premium tiers of Wolf Blass throughout 2010, which will build on the strong momentum gained through the Ashes sponsorship in 2009.”

Running in conjunction with the advertising bursts, Wolf Blass will also be offering consumers the chance to win ‘Ultimate Sporting Prizes’ via an in-store neck collar promotion. Running across the entire Yellow Label portfolio, prizes will include all inclusive VIP packages to major sporting events including the Ashes in Australia, premiership football matches, the Ryder Cup, Queens and Royal Ascot.

The Wolf Blass portfolio ranges in recommended price from £6.49-£12.99.

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