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Wolf Blass Tackles Sports


Australian wine company Foster’s is investing £2m in a sports-themed campaign for its Wolf Blass brand.

The push, which encompasses television ads, national print ads, outdoor posters, online and in-store activity, will build on the brand’s association with major sporting events, which included the nPower Ashes in 2009.

This year’s campaign, which coincides with the RBS 6 Nations Championship, is themed around rugby, leveraging the brand’s ongoing sponsorship of the Rugby Football Union (RFU).

“This is the biggest campaign that Wolf Blass has ever embarked upon,” explained Foster’s EMEA commercial director UK & Ireland Neil Barker.

“We are confident that

the campaign will resonate with our key male consumer and create enough noise to draw new consumers into the portfolio.”

Wolf Blass is also offering all on-trade customers a sports-themed staff incentive programme.

By collecting Wolf Blass screw caps, each on-trade outlet will be entered into

a prize draw, with the winner being awarded a pair of Nike trainers for all front-of-house staff.

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Tuesday, January 23, 5:53 pm

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