Sainsburyís is merchandising the Reserves range and DVDs together in
free-standing display units for two weeks. There will also be POS
material in both the home entertainment and wine aisles.
Online promotions with Co-op and Ocado will offer consumers the chance
to win an Australian holiday, while the Jacobís Creek range will be
promoted on in-store radio ads in Co-op branches.
A six-figure, nationwide Jacobís Creek media campaign using "bookend"
formats will appear in national newspapers, quality supplements and
consumer magazines. The campaign is expected to reach 45% of the
brandís target audience, which is around 4.2 million adults across the
Australia is directed by Baz Luhrmann and stars Nicole Kidman and Hugh Jackman.