Centred around a matchmaking game show.
[yellow tail] has launched a new campaign to show Australians that there is great tasting wine for everyone, and that they don’t need to compromise on quality to find their perfect [wine] match.
To hero this campaign and help Australians find their ideal pairing, [yellow tail] has joined forces with Sophie Monk.
Coming on board as the brand’s first-ever Australian ambassador, Monk shares the [yellow tail] life-loving spirit – optimistic, down-to-earth, and straight-talking.
Monk said she's been sipping on [yellow tail] chardonnay and celebrating with [yellow tail] bubbles for as long as she can remember.
"As a loyal fan already, I was genuinely thrilled to be invited to officially partner with [yellow tail], an Australian brand that epitomises everything I love about life, love, and wine,” she said.
“What I admire most about [yellow tail] is that like me, it's a brand that doesn’t take itself too seriously. Wine has always been about sharing a few laughs with friends or marking special moments with family – it doesn’t need to be stuffy and complicated…just really delicious.”
In her new role as [yellow tail] ambassador, Monk will play a leading role in shaping [yellow tail]’s new campaign ‘Easy to Love’, which is centered around a matchmaking game show.
The tongue-in-cheek show features Sophie Monk as both the host and the five contestants, each embodying a different [yellow tail] wine varietal, as Sophie looks to find her perfect [wine] match.
[yellow tail] global brand manager, Anna Czarnocka said, there is no one who better personifies an iconic Australian brand like [yellow tail] than Monk.
"Her spontaneity, down-to-earth charm, and love of simply delicious wine, is truly a great match for our brand," she said.
“For more than 22 years, [yellow tail] has been creating great tasting wine that consistently over delivers on quality and value, and can be enjoyed on any occasion. [yellow tail] is an ideal pairing for anyone looking for a quality delicious wine."
Starting from October 8, the campaign will be through-the-line, activating across broadcaster video on demand (BVOD), out of home (OOH), retail, social and PR, with each playing key roles in amplifying the campaign’s message that [yellow tail] wines are a great tasting and ‘Easy To Love’.
Monk will also be the face of an exciting [yellow tail] product launch later in the year, just in time for summer and the festive season, which is a key selling period.
David Joubert, ECD at creative agency Dig, said at the heart of this campaign is a celebration of the diverse personalities and characteristics of [yellow tail] wines.
"Executed through the diverse personalities and characteristics of Sophie. I’d like to think we have created a piece of work that is… easy to love," he said.
Kate Bradley, managing director, Dialogue PR said the agency is excited to execute a national PR campaign that includes an exclusive media and influencer event with Monk to drive awareness and trial of the [yellow tail] range of delicious wines.
"The synergies between the [yellow tail] brand and Sophie’s allAustralian personality have allowed us to create compelling and engaging stories that reinforce the quality cues of [yellow tail] and encourage consumers to discover the wine range for themselves," said Bradley.
Bohemia connections design director, Aaron D’Ortona, said with this new campaign, the agency is excited to have even more Australians fall in love with the [yellow tail] brand through handcrafted, memorable media.
"The ‘Easy to Love’ campaign’s joyful and optimistic tone perfectly complements our ongoing media strategy and allows for us to create a connected plan, which will run across BVOD, multiformat OOH, Retail, Social Media and PR,' said D'Ortona.
"With such a great ambassador in Sophie and her diverse personality, it allows the campaign to bring multiple stories to life for [yellow tail] which creates exciting ways for consumers to engage with the campaign.”
For more information on the [yellow tail] x Sophie Monk campaign, and to find your perfect wine match, visit www.yellowtailwine.com/au/.
Credits:
[yellow tail]
Global Marketing Manager [yellow tail]: Anna Czarnocka
Australian Brand Manager [yellow tail]: Madeleine Legoe
Head of Marketing, Casella Family Brands: Andrew Jeffrey
Head of Communication, Casella Family Brands: Olivia Heidrich
Communications Manager, Casella Family Brands: Justine Gardiner
Dig – Creative Agency
National Executive Creative Director/Partner: David Joubert
Copywriter: Casey Clarke
Art Director: Zac Nairn
Executive Planning Director: Lucielle Vardy
Managing Director: Lisa Ramsey
Group Account Director: Andrew Grey
Senior Account Director: Gina Kaur
The Production Group
Director: Andrew Garrick
Producer: Madelin Logan
Dialogue PR
Managing Director: Kate Bradley
Group Account Director: Kate Harper
Account Manager: Mimi Boydell
Account Executive: Anjelica Young
Account Coordinator: Hannah Hasny
Bohemia – Media Agency
General Manager: Sev Griffiths
Connections Design Director: Aaron D’Ortona
Business Director: Inan Uzunoglu
Media Manager: James Allen
Media Executive: Ronan Horgan
