Case Studies
Yalumba: Book a Table, Embrace Australia
Background
Yalumba is one of Australia’s oldest family-owned wine brands. Since the first planting in 1849, six generations of winemakers have showcased the best of the Barossa and woven a rich history of innovation and quality.
Following a successful campaign leveraging publisher assets which resulted in increased quality and premium perceptions of the brand, as well as a 17% increase in brand consideration, behavioural data from the publisher’s strategy arm showed that interest in international food content was increasing. The opportunity was to inspire audiences with international recipes and an array of restaurants featuring international cuisine with Yalumba featuring as the preferred wine pairing.
“Our campaigns over the last three years have been about driving those premium quality messages, as well as building awareness for those light buyers, and then also bringing in a new demographic,” said Nicky Gameau, Executive Director – Marketing and Communication at Hill-Smith Family Estates.
The Execution
Book a Table, Embrace Australia: flavours from around the world, was launched in August 2021, exploring diverse food and cultures through the lens of Australia’s own produce.
The idea was bought to life through a variety of digital and print executions, all driving strong brand perceptions particularly around premium, supporting local and being family owned.
Results
The 2021 campaign successfully built on prior results, driving and increase in brand consideration of +20%. All campaign elements performed exceptionally and increased positive perceptions in particular on being inspirational, family-owned and seen as a sophisticated wine. In fact, the campaign became the best performing on the News Corp Australia network, out ranking all previous campaigns on effectiveness metrics.
+20% in brand consideration
+8% in brand favourability
+13% in premium perception
“(With News) you get all these great opportunities to connect with your consumer or with your viewer, and they can really put your brand into their life,” said Gameau.
