• by Larissa Faw , September 15, 2015

Wine brand [ yellow tail ] has launched a new “Go To” campaign from Burns Group featuring an initial series of three TV ads that showcase the wine’s suitability for various drinking occasions– grilling, chilling out, girls night, etc. – designed to convey the brand’s versatility and affordability.

The hoppy Kangaroo mascot, the signature of the brand, is featured throughout the ads to help provide an "optimistic, energetic and fun feel." The ad ends with a voiceover saying in a sing-song Australian-voiced rhyme, “This Number One Shiraz has Pizazz.”

The TV ads run on national television on such channels including A&E, AMC, Bravo, Discovery, E!, Food Network, FX, HGTV and TBS. The ads will also be seen  online on Hulu, NBC.com  and YouTube. A deal with Havas-owned platform Affiperf will also seed the videos. Additional spots will be rolling out for the holiday season.

“As a wine that doesn’t take itself too seriously, [ yellow tail ] rejects the typical lifestyle scenarios and tired old clichés that litter the wine category," says Michael Burns, Managing Partner of the Burns Group.  "Yellow Tail is the wine with the charisma to turn everyday occasions into something much more enjoyable, aspirational and memorable."