Channel 4 to run first ad campaign for Nederburg Wine with Jimmy Doherty
Distell-owned wine brand Nederburg has paired with Channel 4 to run an ad campaign fronted by the broadcaster's presenter and food producer Jimmy Doherty.
The partnership, which represents the first time Nederburg has advertised on TV in the UK, will be visible around food and lifestyle programming across Channel 4, More4, UKTV’s Good Food Channel as well as the broadcaster’s on-demand platform, 4oD.
The two 30-second ads, which will launch in September, will see Doherty pair Nederburg Winemaster’s Reserve Sauvignon Blanc and Cabernet Sauvignon with recipes he has created exclusively for the campaign.
Off-screen activation will include a competition offering the chance to win one of a hundred prizes, including Samsung tablets and cases of Nederburg wine, which people can enter via the Channel 4 website.
Rachel Hawes, international marketing manager for Wine in the UK and Europe, Distell said: “We are committed to building Nederburg in the off-trade and raising its profile among consumers. The new campaign has been designed with this in mind and will drive trade and consumer engagement and new listings for the brand. We hope the latest activity will introduce new consumers to the Nederburg wine collection and the South African wine category.”
The promotion will be visible in store at Tesco and Morrisons from August and will drive consumers to the microsite.
The partnership was brokered by Channel 4 Sales and The Village Communications and will return for a second burst in 2015.
Sassy Films are responsible for the creative.