Subscriber login Close [x]
remember me
You are not logged in.

Rosemount campaign targets football widows

Published:  25 April, 2010

Rosemount is targeting football widows with a summer themed campaign across its portfolio of wines entitled Give Football the Yellow Card. 

The campaign, which runs from May until August, includes a neck collar promotion offering consumers who purchase a bottle of Rosemount Diamond Label Crisp Chardonnay, Diamond Label Sauvignon Blanc or Diamond Label Pinot Grigio the opportunity to enter a free prize draw to win a trip to New York with three friends, complete with £1,000 spending money and their own personal shopper.   

The neck collar features a chill-to-reveal mechanic, whereby each promotional bottle of Rosemount needs to be chilled to the perfect temperature to reveal a word which consumers need to SMS to enter the draw. 

"Give Football the Yellow Card has specifically been designed to appeal to women and offers a unique point of difference at a time when many World Cup promotional campaigns will be focused towards men," said Neil Barker, UK commercial director for Foster's.