Channel 7’s My Kitchen Rules contestants Jac and Shaz return to the small screen this week for [yellow tail] wine, the brand’s first Australian TV campaign.
Developed by Ikon Group Sydney, in partnership with Channel 7’s Red Engine Creative, the content series will appear as TVCs across key programming 2015/16 and is supported through digital, social, PR and in-store promotion.
The ‘Jac and Shaz make things Refreshingly Simple’ content series sees the ladies tackle all topics – from food and wine, to party etiquette and technology – with their trademark humour and honesty.
“Jac and Shaz provide a refreshingly simple take on life, which mirrors what [yellow tail] stands for; bringing delicious, accessible wines to our fans without a lot of fuss. The duo bring the Refreshingly Simple campaign to life as relatable characters who face the everyday challenge of finding good quality wine in a category that is cluttered and often verbose,” explained Emma Fogarty, brand manager, Casella Family Brands.
“We are looking forward to watching the campaign roll-out across key channels and continuing to build on the brand’s growth over the past few years,” said Fogarty.
Ikon Group Sydney worked closely with Casella Family Brands across the brand’s communications strategy, media amplification and trading, social community content, broadcast partnerships and creative management.
“The aim of the campaign is to cut through the beige and create a meaningful connection with our audience,” said Natalie Musico, chief of creative services, Ikon Group Sydney. “Jac and Shaz’s warm and vivacious personalities gave us an opportunity to showcase the fun and refreshing personality of the brand”.
The campaign launches October 6, 2015 and will continue throughout 2016.
CREDITS
Casella Family Brands
Global Marketing and Export Sales Manager: Libby Nutt
Brand Manager: Emma Fogarty
Assistant Brand Manager: Tanya Mah
Ikon Group Sydney:
Communications Director: Elyse Foley
Strategist: Mei Wong
Account Direction: James Trebilcock
Chief of Creative Services: Natalie Musico
Group Business Director: James Sawyer
Media Partner: Channel 7/Red Engine
Director: Peter Mether
Producer: Jill Munt
DOP: Warwick Brown
Content Director: Samantha Power
Creative Director: Fred DuRietz
