The Accolade Wines-owned brand will run a number of 10-second ads showing spoof testimonials claiming to be from consumers who donated part of their hair to a billboard advertising the brand and featuring a giant ginger moustache.
The ads will run across a number of TV channels as well as on video-on-demand sites such as You Tube.
On Channel 4’s 4OD Ginger Joe will be one of a few advertisers using a tool called Ad Elect, which allows consumers to choose which of the three executions of the ad they would like to watch.
The TV campaign is part of a £2 million marketing campaign focusing on Ginger Joe’s moustache, which was inspired by the facial hair of Stone’s founder Joseph Stone.
Accolade marketing controller Neil Anderson said: “Ginger Joe is really capturing the imagination of consumers and since this campaign began, Facebook likes have shot up, from 500 to over 20,000 in just three weeks. To build on this success we are launching the TV phase of this campaign which will appeal to our target consumer’s sense of humour.”