Lindeman's £1m ad campagin aims for top spot

By Carol Emmas, Emily Kearns

Published: 08 October, 2013

Treasury Wine Estates-owned Australian wine brand Lindeman's has unveiled a £1 million UK digital advertising campaign in a bid to become the "biggest Australian wine brand in the world".

As part of a wider global campaign to build connections with the 170-year-old brand that reaches across more than 22 countries, the "It's the sunshine that makes It", campaign looks at how Lindeman's is a perfect match for great moments with friends and family, whether it's unwinding at the end of a busy day, taking the time to appreciate the small things - like a captured moment in the sun - or simply looking on the brighter side of life.

It also links to its continued entrepreneurship anchored under the Australian sun in the Hunter Valley and aims to illustrate the careful balance of the seasons.

The campaign includes film presence on digital platforms - including YouTube, BBC iPlayer, ITV.com and 4oD, and targeted banner advertising on key sites. Its 17-week slot will run in two bursts: the first from now through to the end of October and a second next spring, and will be seen by 82% of Lindeman's target audience - over 1 million households.

Tim Barkey, Lindeman's brand business director EMEA at Treasury Wine Estates, said: "This is a fantastic new global communications platform for the brand. The digital platform we have established will provide an innovative way to support Lindeman's in its aspiration to be the biggest Australian wine brand in the world."

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