The drive is being spearheaded by a new ad campaign, breaking this summer, which will use the strapline ‘Turning Leaf…when ordinary turns to extraordinary’ to inform drinkers about the brand’s winemaking process.
Print ads in the national press and consumer magazines will be backed by posters on the London Underground.
Using the theme to show ordinary and extraordinary interpretations of various concepts, the creatives will include a large cut diamond alongside the words ‘Just carbon?’ and a glass of Turning Leaf wine with the tagline ‘Just Chardonnay?’.
Other plans for the brand include the launch of two new lines - a Pinot Noir and a Syrah, bringing the total in the range to seven. The newcomers will be supported by instore PoS.
In addition, the range has been given a makeover with updated labels intended to give the Californian brand a more contemporary feel with more emphasis on the Turning Leaf name. The bottle neck has also been tweaked for the wines’ switch to screwcap closures.