Premier Estates Wine is calling on consumers to ‘taste the Bush’ in its first ad campaign.
A digital video advert for the Australian brand, created by London agency Saatchi Masius, features an elegantly dressed woman extolling the qualities of Premier Estates’ shiraz.
Her spiel ends with “Australia practically jumps out of the glass – in fact, some say you can almost taste the bush.”
The film is expected to generate more than 20 million impressions, appearing as pre-roll content on sites such as Huffington Post and Fox News. It will be supported by social media activity.
“We are very excited to be launching our first ever advertising campaign – it shows how far we have come,” said Premier Estates Wine founder Budge Dhariwal.
“The Premier Estates Wine B2B business has grown from strength to strength over the past few years and it is now time to introduce the brand to consumers. We hope our customers will love the #TasteTheBush campaign as much as we do – it captures the brand’s unique British humour and banter.”
Saatchi Masius executive creative director Surrey Garland said: “When Budge briefed us, he highlighted the fact that memorable wine adverts are very few and far between. This campaign aims to debunk the pompous blandness of the category and as a first for the brand, we wanted to make people laugh – and try the wine.”