Australian brand Lindeman’s is launching a new marketing campaign in the UK this week which focuses on sustainability. Brand owner Treasury Wine Estates (TWE) is reportedly investing £1 million in the “Step into the Sunshine” campaign. The goal of the campaign is to make consumers aware of its product line’s recent certification as Carbon Neutral by the Carbon Trust and to target more environmentally conscious consumers.
Aspects of the marketing campaign include a “Buy One Plant One Tree” activation which will see the company plant one tree for each bottle sold; the creation of carbon-absorbing community murals in London and Bristol by street artists Nerone and Jody Thomas; a social media and influencer plan; and an online video advertising partnership with Spotify. The media strategy is reportedly also carbon neutral.
“The Step into the Sunshine campaign is a holistic approach across multiple platforms,” explains Ben Blake, Head of Marketing, EMEA at TWE, “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.”
The campaign is expected to run throughout the summer. kw