![Person roller-skating with [yellow tail] wine in hand, celebrating joyful self-expression](https://www.asiantrader.biz/media-library/person-roller-skating-with-yellow-tail-wine-in-hand-celebrating-joyful-self-expression.png?id=60268621&width=3600&height=2025)
Leading Australian wine brand [yellow tail] is excited to announce the launch of its new national TV campaign, set to break on today, which features three separate TV ads, along with social and in-store activity, celebrating the joy and confidence of people doing their own thing and loving it.
The campaign's tagline, "Good on ya!", encapsulates the brand's message: if it makes you happy then go for it.
In the three creative segments, people are seen enjoying feel-good moments – from swinging in the rain with a dog on their lap, gliding backwards on roller-skates, to dancing in the park.
The purpose of the three brand-new 20 and 10-second ads is to highlight the [yellow tail] Aussie spirit, aiming to create an emotional connection and build brand loyalty among the target consumer. The ads will appear in high-profile shows including ITV’s Britain’s Got Talent, The Chase, and ITV’s new primetime TV drama, Code of Silence.
"We’re really excited about the potential to deepen our connection with existing [yellow tail] fans while also helping to bring new consumers to the brand," said Kevin Chinn, Director of Marketing, Europe. "We’re committed to investing in [yellow tail] and delivering innovative and engaging campaigns that celebrate the spirit that defines our brand.”
The TV campaign is expected to reach 78 per cent, or 20 million, of UK adults over 50 this year, who are the brand's core wine-drinking audience, and over 57 per cent of all adults. The first burst, kicking off on May 19 for four weeks, is expected to make 105 million impressions. In addition, the brand will be bringing to life the ‘Good on ya!’ campaign on social media throughout 2025, adding an additional 80m+ impressions.
As a result of continued strong performance, [yellow tail] has seen long-term value and volume share growth, with an improvement in share over the last 52 weeks compared to the prior period. In the last 12 weeks, [yellow tail] is the #1 value and #2 volume brand. [yellow tail]'s value and volume growth are ahead of the market. Over the last 52 weeks, [yellow tail] has maintained its position as the #1 value and #2 volume brand, with growth in both areas outpacing the market.
