Jam Shed has unveiled a new £2m campaign across TV, online streaming, social and OOH.
The ‘There’s No Such Thing As Too Jammy’ push would seek to “cement Jam Shed’s position as a key disruptor brand in the wine category”, according to the brand.
Its hero 30-second spot follows “a bold protagonist on a quest for the jammiest wine in the universe”.
In each scene, the protagonist demands that the wine become “jammier” until eventually settling on “the jammiest of all: a bottle of Jam Shed shiraz”.
The advert also features a brief cameo from wine specialist and content creator Tom Gilbey, who last year labelled Jam Shed “the most disgusting wine I’ve ever put in my mouth” in a social media video.
Gilbey appears in a painting above the protagonist in the video, seemingly about to be drowned by a cascade of grapes.
In support of its new campaign, Jam Shed will serve its shiraz alongside jam doughnuts at Camden Lock in the run up to Christmas.
It is also running an on-pack promotion offering shoppers the chance to win a share of £20,000.
“Through an integrated mix of broadcast, OOH and experiential marketing, we’re driving awareness and building even stronger brand love for Jam Shed this autumn and winter,” said Peter English, head of brand marketing at Jam Shed owner Vinarchy. “We know taste is a key barrier when it comes to wine so we’re going to make sure that everyone knows how delicious and approachable Jam Shed is.”
Sales of Jam Shed have declined by 1.1% on volumes down 2.3% over the past year [NIQ 52 we 6 September 2025].
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