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Nederburg Wines

Filming Jimmy Docherty

Filming Jimmy Docherty

The Daily Telegraph's  Stella

The Daily Telegraph's Stella

Task

Support and leverage Nederburg wines partnership with Jimmy Doherty to generate coverage in both target consumer and trade media. Use Jimmy and his bespoke recipes to raise awareness of Nederburg as a high quality wine with heritage.

Approach

The campaign kicked off with a day of photography and filming at Jimmy’s farm in Suffolk. Jimmy used Nederburg wines to create bespoke recipes and was filmed creating them for a Chanel 4 media partnership. The campaign was also supported through PR liaison; including a series of national media interviews and a food and wine pairing event with Nederburg ambassador Pieter Du Toit and Jimmy. Social media channels were launched and managed throughout the campaign and the main content hub was the Facebook channel. All activity was supported with trade communications.

Impact

65 pieces of coverage were achieved in national media including Stella (The Sunday Telegraph) and S Magazine (Sunday Express) reaching a total circulation over 200 million people. Nederburg gained nearly 5,000 followers on twitter and over 1,000 likes on Facebook.