The first burst of activity will be in May and June, with poster and print ads featuring the strapline: "Help the earth one glass at a time."
A caption underneath will tell consumers that Banrock Station has so far donated £2.3 million to more than 70
global conservation projects.
The campaign will run in female
lifestyle magazines such as Marie Claire and Grazia, and
newspapers including Metro and the Daily Telegraph. It
also employ outdoor environmentally friendly solar panels, Tesco recycling centres and London Underground sites. A second wave of ads is planned for the autumn.
The push is targeted at what Constellation calls "light green environmentalists" - consumers who are aware of green issues but want easy ways to make a contribution.
Clare Griffiths, vice president of European consumer marketing, adds: "We want wine consumers to be aware that they have a choice, and that by choosing Banrock Station, not only are they getting top-quality wine, they are also helping to contribute to the long-term welfare of the environment."
The campaign will focus on Banrock's core range, which includes Colombard/Chardonnay and Shiraz/Mataro blends, and Shiraz rosé (rrp £5.20).