Lindeman’s bids to be ‘biggest Australian wine brand in the world’
7th October, 2013 by Gabriel Stone
Lindeman’s has launched a million pound UK digital campaign as part of a wider global push for the 170-year-old Australian brand.
Using the tagline “It’s the sunshine that makes it”, the initiative focuses on “great moments with friends and family,” while highlighting Lindeman’s entrepreneurial roots in the Hunter Valley.
The advertising campaign will appear on major digital platforms including YouTube, BBC iPlayer, ITV.com and 4OD, supported by banner advertising and trade activity. Run in two bursts, the first part of the campaign will appear from now until the end of October before a second appearance in the spring. This activity is being mirrored across Europe, from a TV film on Swedish television to digital activity in Finland and the Netherlands.
Highlighting the new campaign as “a fantastic new global communications platform for the brand,” Tim Barkey, Lindeman’s brand business director EMEA at Treasury Wine Estates, set out ambitious plans, saying: “The digital platform we have established will provide an innovative way to support Lindeman’s in its aspiration to be the biggest Australian wine brand in the world.”
Lindeman’s was ranked 9th, behind fellow Australian brands Hardy’s and Yellow Tail, in the drinks business‘ latest top 10 wine brands, which appeared in the Brands Report 2013.