Creating a credible association with food by partnering with Channel 4 and Jimmy Doherty.


The wine market is one of the most promoted categories but with minimal loyalty and ‘aisle blindness’ is a genuine problem. We needed to give consumers a reason to choose Nederburg – a highly acclaimed South African wine. With no existing assets we also needed to create the ad.


Our audience research highlighted the importance of food when learning about wine. C4 is a top channel for our audience, and the home of some of the nation's favourite chefs. We worked with celebrity chef Jimmy Doherty to gain credibility with our target audience. Two TV adverts were created by C4 and placed in key programming and channels such as Jamie's Comfort Food, and The Food Network. The campaign cut through the line with on-pack, competitions and in-store activation.


A truly 360 campaign led to traditional media KPIs and benchmarks being smashed and driving a positive increase in sales and store listings. The bespoke content created with Channel 4 gave us an implicit association with a key channel that has authority with our audience and within the food and wine market.