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Yellow Tail to launch a 12-week marketing campaign in the UK

Published:  30 April, 2015

Australian-based Yellow Tail is set to launch a 12-week marketing campaign with the goal of reaching 11m UK consumers.

The campaign, which is being led by London-based branch of The Marketing Store marketing and advertisement agency, will make use of social media platforms in combination with direct to consumer interactions through their UK sampling tour. Experiential, in-store and digital elements will be three key components

A Yellow Tail branded camper van will be the focus the experiential element as part of the UK sampling tour. As part of the campaign brand ambassadors will also be handing out 3,500 samples a day as well as giving away prizes.

For the in-store piece of the marketing programme the brand has partnered with "numerous" stores, which include promotional space in Tesco across the country as well as space in international airports.

The digital aspect of the marketing push is built around the hashtag #followtheroo which will be used across social media platforms including Facebook, Twitter and Instagram.

Yellow Tail also plans on making the most of national themed days such as National Kissing Day and World Laughter Day, offering daily prizes and wine to those that post pictures on social media platforms with the #follwotheroo.

This is part of a much larger focus on the four key markets of the Casella Family Brands according to Matt Tallentire, the senior export manager for CFB. He told last month at Prowein that the brand was focusing on the US its number one market, Canada, UK and Australia.

The UK market has performed very well for the brand recently seeing double digit growth. Tallentire said: "Yellow Tail is going well. We are seeing slight growth in the US, which is our number one market. The UK is going completely gang busters for us at the moment. We are in double digit growth at about 18-19% year on year. So that is great. Even our home market of Australia is growing and is up 25%."