Casella Wines prepares Yellow Tail campaign
By Adnews Staff
Australia-based Casella Wines is preparing a summer promotion called "Festival" for its Yellow Tail brand. The initiative will feature a series of wine and recipe pairings selected by Australian chef and television personality Jason Roberts. Each pairing is intended to accompany a genre of movie which the consumer may be watching at home on TV. The campaign will begin in Ontario later this summer. It will consist of a series of street performances depicting "everyday moments of life," according to the company. The street activities will take place in high-traffic areas in Toronto and Ottawa. In the fall the effort will move to British Columbia and Quebec. The campaign also includes a national in-store sweepstakes component. "Jason's pairings are a great complement to the promotion that we're bringing both in-store and to events across Canada," said Adrienne Renton, brand manager at Casella Wines. "The campaign carries the spirit of Yellow Tail by putting a new twist on pairings and focuses on bringing together easy, accessible elements in a fun, relaxed festival setting."