Wolf Blass is returning to TV next month and offering shoppers instant win rugby-themed prizes as it launches a new marketing campaign, seeking to build on its growing success in the UK.
The Treasury Wine Estates (TWE)-owned brand has launched “Chase the Cap”, a Through The Line campaign, which looks to drive shoppers into store through TV advertising, which will be seen on Sky Sports throughout October, and an instant win mechanic on Limited Edition bottles of Wolf Blass Yellow Label.
Shoppers will find a message under the cap of their bottle to see if they have won – and prizes include luxury European Rugby Weekends for 2, as well as other Rugby themed prizes and premium Wolf Blass wines.
The Chase The Cap campaign is linked to Wolf Blass’s Global platform of “Here’s To The Chase”, developed by J. Walter Thompson and launched in August 2015. “Here’s To The Chase” celebrates the bold pursuit of triumph. The Global Television advert celebrates those who boldly back themselves, a trait that often separates those who dream and those who achieve – something that is fundamental to success of the brand and its founder Wolfgang Blass. A call to action has been added at the end of the advert explaining the Instant Win mechanic and driving consumers into store.
The Australian brand has scored significant success in UK retail over the last year, delivering 8.5% volume growth, at an average price 13% higher than the wine category average (Nielsen – MAT to 13.08.16).
Caroline Thompson-Hill, head of marketing UK/I and Western Europe at TWE, said: “Wolf Blass is one of TWE’s most successful global brands and we’re thrilled to support its strong performance in the UK. We’re confident that this campaign will drive continued growth for the brand, and premiumisation for the overall category.
Thompson-Hill added: “We’re pleased to offer shoppers an instant win – something we know engages in-store. As a business TWE is always looking to try something new to drive performance in the category.”
The campaign launch follows hot on the heels of Wolf Blass chief winemaker Chris Hatcher being named Red Winemaker of the Year at the International Wine Challenge in London – the third time in less than ten years he has won this award.