Wolf blass unveils Biggest ever regional campaign

Treasury Wine Estates has launched a bold campaign for its Wolf Blass brand that it claims celebrates the breaking of conventions that limit people.

The ‘Why Settle When You Can Soar?’ campaign, which launches in the UK this month, will see the brand’s largest ever regional investment, with video-on-demand and above-the-line advertising, digital support and PR events, as well as the continuation of the brand’s successful partnership with luxury travel-deals company, Secret Escapes.

Running now until 31 May, the promotion will see just under 900,000 bottles in the UK tagged with prize-winning QR codes that offer instant prizes or credits, as well as the opportunity to win a holiday to either Thailand or New York. 4,000 runners-up will each receive a £25 voucher, redeemable on the Secret Escapes site with a minimum £125 spend.

The TV ad will run on video-on-demand platform Finecast, featuring a diverse cast of actors encouraging viewers to question the norm. It hopes to reach a targeted demographic of more than three million adults aged 35+ with an income of at least £25,000.

Ben Blake, marketing director of Treasury Wine Estates EMEA, said the new campaign would define the brand’s philosophy “now and in the future”.