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  1. 2020

J. Walter Thompson

Wolf Blass Winning Line-Up

Category:Direct And Promotional Strategy Of The Year

Client:Treasury Wine Estates

In August 2015 Wolf Blass launched the "Winning Line-Up" campaign across its Yellow Label range - using 15 Limited Edition Rugby Labels (one for each position on a rugby team) in-store across grocery and convenience to coincide with the Rugby World Cup. Using outstanding in-store creative, on-pack design and PR (via broadcast and social media), shoppers were encouraged to buy a bottle labelled with their favourite position, and then were called on to pick their "Winning Line Up" - the very best players in each position in the history of Rugby Union. This promotion saw unprecented success in retail with sales of Wolf Blass Yellow Label increasing by 32% in volume and 26% in value over the 13 week period, between August and October.