Connecting Plots wins Yellow Tail social media account

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for Yellow Tail wine in Australia.

The win follows an audit of the Casella Family Brands social activities. The wine label previously used We Are Social for social media activations.

Connecting Plots responsibilities will include planning, creative, paid media, and managing the Yellow Tail social media accounts and community in Australia. The appointment expands Connecting Plots’ remit with Casella Family Brands, with the agency already running the creative, digital, social, and media for wine brands including Peter Lehmann Wines and The Magic Box Wine Collection.

Connecting Plots’ strategic director Tim Collier said: “I’m so pleased to be working with Yellow Tail. Their business changed the face of Australian wine when it launched, and their brand continues to be an excellent example of what can be achieved when you subvert the norms of a category.”

Yellow Tail global marketing manager, Anna Czarnocka, said: “We already had a successful presence in social media but Connecting Plots challenged our thinking and provided us with a fresh perspective. We feel confident this new approach will deliver great results not only for the brand but also improve our return on investment.”

The agency’s recently added recruits Chris Johnson, creative director and Gemma Geraint, group account director will lead the account.

Connecting Plots won the Menulog account last year and has since lunched a TikTok campaign for Menulog using the hashtag #DeliveryDressDown to encourage Australians to dress down into a comfortable outfit to receive home food delivery.


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