Yalumba Launches New Industry Wide Campaign

Yalumba will launch a major new advertising campaign today encompassing a television and cinema commercial, digital marketing, point of sale and events activations.

The 166-year-old family winery has chosen to focus on two key wines for the campaign – Yalumba Patchwork Shiraz and Yalumba The Scribbler Cabernet Sauvignon & Shiraz – with the tagline of One Family. Many Stories.

Yalumba Executive Director of Marketing Matthew Taylor said the campaign celebrates the Barossa winery’s ability to seamlessly integrate innovation with tradition, and to be both contemporary and classic.

“Our family ownership gives winemaker Louise Rose and her team the freedom to experiment with different wine styles and varieties, while also paying respect to, and learning from, 166 years of history and experience,” Mr Taylor said.

“Patchwork and The Scribbler personify this paradox – Patchwork is the classic, sophisticated Barossa Shiraz while The Scribbler is irreverent and contemporary. The reflective work in this very sophisticated and cinematic commercial showcases this juxtaposition beautifully.”

One Family. Many Stories follows the successful For The Love of Wine campaign, which focussed on Yalumba’s plethora of unknown and untold stories and history. It is the first time for several years that Yalumba has put the spotlight on two individual wines from its premium collections.

The television and cinema commercial will be aired in high rotation on the Nine Network and SBS in Sydney, Melbourne and Brisbane from today. The cinema advertisement will also be screened in theatres throughout Adelaide and Perth.

The commercial, which was developed by advertising agency KWP! and digital agency Kojo, was filmed in various venues around Adelaide earlier this year and plays on the idea of alter egos and the differing sides to one’s personality.

“The commercial will be complemented by extensive point-of-sale material and digital advertising with Fairfax Media’s Good Food & Traveller pages, as well as SBS online and our own microsite on yalumba.com,” Mr Taylor said.

“In addition, we have confirmed our support as the national wine sponsor for Good Food Month and are currently building a new consumer activation to complement our much loved Yalumba Festival Garden shipping container bar.”

Yalumba Patchwork Shiraz 2013 retails for $22 and Yalumba The Scribbler Cabernet Sauvignon & Shiraz 2012 retails for $24. Both wines are available through the Yalumba Wine Room or at quality retailers throughout Australia.

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