Wolf Blass chooses radio to tout its Aussie vintner cred

Foster Wine Estates opted for radio to market wine for its 'immediacy.'

A radio campaign designed to renew interest in Wolf Blass wines launched this week in the Toronto and Ottawa markets. The Foster Wine Estates Canada assignment was helmed by Toronto-based ad and digital media agency Yield.

Targeting the 35-to-55 demo – skewed male and married with children – the campaign will run on 680 News, Q107 and CHFI this month, with planning and buys handled by Genesis Vizeum.

‘ Radio is an ideal medium when you need immediacy,’ Yield president Ted Nation tells MiC, and element that delivered the goal of communicating the new Wolf Blass better value pricing, and its special offers at the LCBO that it wanted its audience to take advantage of – and quickly.

‘The ad is designed to reclaim Wolf Blass’ leadership as the brand that set the standard for Australian wines in Canada, and given the budget and time in market, our reach numbers are actually very good,’ adds Nation.

In other news, Yield just landed the Porsche Canada account, winning the business in a competition with five other Canadian agencies. Genesis Vizeum will also be handling media buys and planning on that win.