£3 million marketing investment campaign for Californian wine brand Robert Mondavi.
marketing push will be led by an advertising campaign, backed by a major PR campaign and extensive pre-Christmas retailer activity.
Featuring the Woodbridge winery, the promotion will
the national press,
the underground and
Using data from the group's ongoing WineNation research programme to target consumers aged 25 to 50 , the campaign, called Not That California, features three creative executions, Hippy, Yoga and Hug.
"Featuring highly aspirational Mondavi vineyard images as its backdrop, the campaign employs parody and humour to clearly differentiate Mondavi from some of the negative perceptions that surround California in the minds of UK consumers," said marketing vice-president Clare Griffiths.