Launching with ‘Buy one Plant one tree’ activation and introducing carbon absorbing canvas murals this summer
Treasury Wine Estates’ Australian wine brand, Lindeman’s, is stepping into summer with a brand new £1m integrated marketing campaign, Step into The Sunshine.
Lindeman’s, which recently became one of the first Australian wine brands to have its product range certified Carbon Neutral by the Carbon Trust, has launched an innovative marketing campaign, pledging to drive awareness of the Carbon Neutral certification and drive relevancy and consideration of the brand. Sustainably produced products are important for over 45% of Lindeman’s consumers, which over indexes vs the category[1].
A ‘Buy one Plant one tree’ activation forms part of the Step into the Sunshine campaign and launches this week. The activation will feature in Tesco, Morrison’s & Asda stores. For each bottle of Lindeman’s sold within a certain time period, the brand pledges to plant a tree. Through this activation, Lindeman’s aims to plant an additional 217,000 trees, over and above the reforestation the brand did to become carbon neutral. The ‘Buy one Plant one tree campaign’ will be supported digitally using geotargeting technology to make nearby shoppers aware of the activity and drive them into store.
Another element to the campaign includes the creation of carbon absorbing canvas murals, created by talented street artists, Nerone and Jody Thomas, in London and Bristol. By using carbon absorbing paint, the murals will help to clean the surrounding air within these bustling city centres. Following the campaign, the murals will be gifted to community centres as a way to spread positivity and continue cleaning the air beyond completion of the activation. These will be going live at the beginning of July, in line with the current lockdown roadmap
Additional campaign elements will also include, social media and influencer support, in-stream video advertising, Spotify on-line video advertising and media partnerships. What’s more, is that the media plan is also carbon neutral, with all emissions being generated from this advertising being off-set as well.
Ben Blake, Head of Marketing, EMEA at Treasury Wine Estates says: “This is the first time we have made this level of investment into the Lindeman’s brand in over five years. This is a huge step change for the company and we’re proud to demonstrate what we’ve been working really hard towards – and that’s to make it easy for shoppers to be able to make more sustainable choices, and really emphasise that small steps can add up to a big difference. We’re aiming to recruit more environmentally conscious consumers to the wine category, and this is especially relevant to younger shoppers, who are becoming increasingly conscious of their everyday lifestyle habits.
The Step into the Sunshine campaign is a holistic approach across multiple platforms, by which we aim to drive mass awareness of our certification, and drive relevancy and consideration of the Lindeman’s brand across the UK. We look forward to seeing the campaign really take off.”
As part of the launch, the Lindeman’s 750ml Bin range will have a Carbon neutral sticker on the front of each pack. RRP: £7, sold in cases of 6.
[1] Wine intelligence Vintrac Survey March 2020
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