Credit: Hatched
Independent Hatched has been appointed media agency of record for Yellow Tail, following a competitive pitch.
Hatched will lead strategy, planning and media buying for the wine brand across Australia, delivering brand and retail campaigns across the full consumer journey.
Yellow Tail global marketing manager Anna Czarnocka said the appointment followed the brand’s global packaging refresh.
“Hatched’s strategic approach, expertise and deep understanding of the local media landscape make them the perfect fit as we continue to connect with Australian consumers in engaging and meaningful ways,” Czarnocka said.
Catherine Edghill, Hatched’s managing partner and Sydney GM, welcomed the partnership with Hathched and said the team was looking forward to creating bold campaigns.
“Yellow Tail is a brand that knows who it is and isn’t afraid to have fun doing it,” she said.
The account win adds to Hatched Sydney’s recent momentum, following its appointment by Key Pharmaceuticals.
The agency’s client list includes The GPT Group, Jack Links, Who Gives a Crap, Swaggle and Klook.
Yellow Tail was founded in Yenda, NSW, in 2001 and is now one of Australia’s most recognisable wine exports.
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