Wine brand Jam Shed is to make its TV debut thanks to a £2m push from owner Vinarchy.
It’s ‘There’s No Such Thing As Too Jammy’ campaign will appear on TV, streaming platforms and social media, targeting 21 million UK adults.
The 30-second ad would tap into the brand’s “playful nature” with a “tongue-in-cheek” cameo from wine specialist and content creator Tom Gilbey, said Vinarchy.
The campaign will also be visible throughout Camden, London. The brand’s ‘Jam Van’ is to serve Jam Shed Shiraz alongside jam donuts in a bid to “drive trial and generate buzz” in the lead up to Christmas.
The brand looks to ramp up visibility even further with ’The Jammy Drop’, a new on-pack competition which offers shoppers a chance to win a share of £20,000.
For the festive period, 659,000 bottles and 35,000 mini-boxes of ‘Jam Sled’ will feature limited-edition Christmas packaging, announced the brand.
Peter English, head of brand marketing at Vinarchy, said: “Through an integrated mix of broadcast, OOH and experiential marketing, we’re driving awareness and building even stronger brand love for Jam Shed this autumn and winter. We know that taste is a key barrier when it comes to wine so we’re going to make sure that everyone knows how delicious and approachable Jam Shed is.
“There’s No Such Thing as Too Jammy marks a huge moment for the brand as we continue to cement Jam Shed’s position as a key disruptor brand in the wine category. With consumers actively seeking out Jam Shed on shelves and online, visibility is key. Now marks the perfect time for retailers to stock up and make sure Jam Shed is easy to find”.
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