Jam Shed shows ‘shedload’ of bottle with new ATL campaign

Accolade’s fast-growing wine brand, Jam Shed, is painting the town blue this summer with the launch of its new “Shedloads” campaign. Across major UK cities this month, the above-the-line activity is designed to increase brand awareness amongst wine drinkers, through eye catching creative.

Celebrating phenomenal growth for Jam Shed over the past 12 months, the brand is unleashing its disruptive personality, design and delicious taste credentials to attract more people to the category.

The bold creative will feature on large format displays, digital road-side screens and Bus Super Sides. In addition, six-second animations will run on YouTube, as well as contextual and Facebook sponsored ads to engage and disrupt consumers’ online behaviour.

“We have seen Jam Shed grow massively over the past five years, and that’s with relatively low awareness,” said Tom Smith, Marketing Director – Europe, Accolade Wines. “It’s a brand that is now worth £77 million and is the 11th largest wine brand in the UK, with a value growth of 63.3 per cent. We’re ambitious and intend to continue building on this success by keeping our foot on the gas!

“Jam Shed has shown it can over-index where traditional wine usually struggles and the Jam Shed shopper, a younger, more causal wine drinker, is the most valuable within the wine category. This investment will help us to attract new shoppers and encourage existing buyers to purchase more often.

“This new ‘Shedloads’ campaign gives people a reason to try Jam Shed, with catchy taglines that not only bring the brand’s fun personality to life but are descriptive when it comes to the delicious taste – rich, jammy & smooth! We’re making sure more people know about Jam Shed this summer and feel confident that they’re buying a wine they’ll enjoy.”