Lindeman’s Reaches Audiences Through New Digital Campaign

11 Jul 2014 --- Lindeman’s, Australia’s heritage wine brand from Treasury Wine Estates, launches ‘It’s The Sunshine That Makes It’ in the UK this month.

Comprising of a 15 and 30 second video which draws similarities between sunshine being a vital component of Lindeman’s and a natural element that makes life even more enjoyable, the campaign will be exclusively hosted online using media platforms such as Channel 4, Yahoo!, Virgin Media and The Daily Telegraph. ‘It’s The Sunshine That Makes It’ will reach 4.5 million of Lindeman’s target audience, 30-50 year old women who balance a busy family lifestyle whilst remaining hugely active online and on social media sites.

The paid for digital campaign is also being supported by a social media and blogger programme which kicked off last week at BritMums Live. Lindeman’s will continue to work closely with mummy, lifestyle and food & drink bloggers to drive advocacy amongst the target audience.

Shaun Heyes, head of customer marketing at Treasury Wine Estates commented: “We are firmly committed to driving branded wine growth in the UK, especially in the convenience channel, and believe that there is considerable scope to do so beyond our already loyal existing customer base.  Our summer campaign is in response to research which has shown us that these online platforms resonate and engage the most effectively with our target consumer, who are active and influenced when online. We’d therefore recommend that retailers get stocked up on our popular range of Lindeman’s Bins to make the most of the increased levels of awareness and the growth in £6-8 priced wines”.