Australian-owned Yellow Tail will be featured in the first half of the Super Bowl in a 30-second spot. It has been nearly four decades since a wine brand has booked a spot on TV's biggest advertising stage, with more than 120 million estimated to be tuning in this year.
The ad will be directed by Harald Zwart and created by US advertising agency Burns Group. It will champion the theme of unconventional wine drinking occasions starring 'Rooper' the kangaroo and Australian actress Ellie Gonsalves.
The US campaign will include in-store marketing and will spread across digital and online, as well as social media. A consumer contest will also be featured where customers can win an all expenses paid trip to Australia.
Founded in 2001, Yellow Tail is the most successful Australian wine to launch in the US market and has grown annual sales to eight million cases in five years.
Yellow Tail is entirely family-owned and estate-produced, with the bulk of production taking place in Yenda, just outside of Griffith in NSW.
Casella Family Brands general manager of marketing and export sales Libby Nutt says wine sales are expected to spike by 9% in the week leading up to the Super Bowl.
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