Eco-friendly Banrock supports species at risk Amanda Swinburn
Drink and save: Banrock continues environmental support
WINEMAKER Banrock Station is further leveraging its environmental credentials in its new advertising campaign featuring a range of Australian wildlife.
The stars of the campaign include threatened species such as the green and golden bell frog, the Pacific black duck, the bilby and the brush-tailed bettong, a mammal extinct in South Australia’s river land area for more than 100 years.
The ‘Savour the wine that saves wild lives’ campaign will include photographs of threatened animals on all the company’s products, from bottle labels, cask covers, bottle neck tags and in-store advertising.
Created by Adelaide agency Interaction, the campaign includes a combination of outdoor ads on bus shelters as well as print ads in The Australian which will run from September to October.
The move is the latest step in the winemaker’s long time positioning as a supporter of the environment. It donates part of the proceeds from every purchase of its wines worldwide to restoring wetlands across the globe, working in conjunction with environmental group Landcare Australia.
Banrock Station Wines manager Tony Sharley said the brand has now donated more than $2m to the cause, which has had a direct correlation to wine sales.
“We have found that consumers want to be associated with brands that support conservation,” Sharley said.
Winemakers are increasingly looking for points of differentiation in a highly competitive market and more are starting to target female consumers. Last year Olivia Newton-John launched Koala Blue Premium Wines, aimed squarely at the target market of housewives.
