Lindeman's in £1 million ad campaign

07 October, 2013

Treasury is investing in a multimillion pound ad campaign for Australian wine brand Lindeman’s.

The ads will play on websites including YouTube, BBC iPlayer, ITV.com and 4OD for 17 weeks and are designed to reach more than a million viewers.

The campaign features the tagline “It’s the sunshine that makes It” and aims to present Lindeman’s as “a perfect match for great moments with friends and family”.

The campaign will run in two bursts: the first from now through to the end of October and a second run in the spring.

Brand business director Tim Barkey said: “We have identified an opportunity to target consumers from key demographic selected households between 7pm and 10pm. 

"This allows us to cement the brand with that evening moment and use desktop, tablet and mobile pre-roll platforms to ensure that the first three ads that the consumers see in that time period are from Lindeman's.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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