Woodbridge by Robert Mondavi is out with a new ad campaign titled “From One For All” that highlights Woodbridge founder Robert Mondavi’s role in growing California’s reputation for wine making.
The campaign, developed with the brand's AOR Cavalry, marks a shift in strategy from a focus on wine and food pairings to the brand’s heritage.
Mondavi narrates his history in Woodbridge’s first-ever 60-second TV commercial, as well as 15- and 30-second TV spots.
In a brand first, Woodbridge will air these new ads during live sports on ESPN and NFL Network.
"We know consumers are seeking a deeper connection to the brands they choose and this new strategy celebrates Woodbridge’s 40-year commitment to our consumers by reliving the history that got us here,” explains Jaymie Schoenberg, vice president of marketing, Woodbridge by Robert Mondavi Wines.
Schoenberg says the investment is the biggest yet by the brand in a campaign. The company declined to disclose the budget.
The campaign targets men and women equally with a focus on connecting with those unfamiliar with the brand.
The brand’s digital creative features messages such as: “Born From A Legend. Enjoyed By All” and a quote from Robert Mondavi: “Whatever You Choose To Do, Pour Yourself Into it With Your Heart and Soul.”
In addition to sports networks, ads will run on TBS, HGTV, Food Network, Bravo and FX, among others. Broadcast, digital marketing and social-media ads are rolling out across Facebook and Instagram and will appear through fall 2019.