Grant Burge partners with Dylan Alcott in ‘Leave Your Mark’ campaign
Grant Burge has partnered with Australian of the Year Dylan Alcott, AO in the latest integrated campaign, to encourage all Australians to celebrate their ambitions, achieve their goals and leave their own mark on society.
The announcement:
In the largest campaign to date for the award-winning brand and its parent company Accolade Wines; Grant Burge partners with Australian of the Year Dylan Alcott, AO to encourage all Australians to celebrate their ambitions, achieve their goals and leave their own mark on society.
With a rich heritage in the Barossa dating back to 1865, Grant Burge has a long history of leaving its mark – not only on the region’s winemaking community and grape-growing families but also on the many generations of wine-lovers around the world, crafting exceptional wines to gift, enjoy and appreciate life’s special moments.
To hero the values behind Leave Your Mark and inspire people to pursue their passions, Grant Burge has joined forces with Dylan Alcott. A remarkable role model who has already achieved so much in his 31 years – including four Paralympic gold medals and being the only male in any form of tennis to win the Golden Slam – Dylan knows how much is possible, both personally and professionally, with the right mindset. In his new role as Grant Burge ambassador, Dylan shares a unique glimpse into his motivations, future aspirations and how he strives to leave his mark on society, focused on promoting equality across all abilities.
“I’m pumped to join the Grant Burge family and be part of Leave Your Mark, a campaign that shares my own desire to motivate people to be the best version of themselves and make a difference. It’s not about our past achievements or wins but what we are going to do next; being future-focused and striving to make a positive impact in what we do”, comments Dylan Alcott.
As part of the brand’s alliance with Dylan and demonstrating how the iconic winery continues to leave its mark today, Grant Burge is also an official partner of the Dylan Alcott Foundation – a charitable organisation with the purpose of helping young adults living with a disability to achieve their dreams and realise their full potential. To mark the partnership, Grant Burge will be donating $2 from select wine bottle sales later this year to establish tertiary education scholarships in conjunction with the foundation across the country, eliminating barriers to education and providing future work opportunities for all Australians.
Jack Glover, marketing director ANZ, Accolade Wines said, “Leave Your Mark is a campaign that represents Grant Burge’s progressive approach to winemaking, our commitment to continually evolving our portfolio and ensuring we are crafting premium wines to be enjoyed by all that over-deliver at every price point.
“Importantly, at the heart of the Leave Your Mark campaign is the message that it’s not about our past achievements but what we are going to do next. As a brand, Grant Burge is committed to pushing the envelope when it comes to category innovation, premiumisation and diversification. We are a market leader of premium Australian Shiraz and the Leave Your Mark campaign, spearheaded by Dylan Alcott, is designed to grow the category, and bring new audiences to the world of premium wine.”
Launching an extensive through-the-line campaign across linear and digital TV, digital out-of-home, social, retail and PR, the Leave Your Mark campaign has been developed by creative agency Milkmoney and their sister agency Octagon, PR agency Dialogue PR and media agency Havas Melbourne.
Head of creative at Milkmoney, Ethan McLean, says “Accolade Wines has been a daring partner over the past 6 months, pushing Leave Your Mark to showcase Grant Burge wines in new ways to new audiences. It’s been an immense privilege to collaborate with Dylan Alcott, the perfect ambassador to bring authentic energy to Leave Your Mark. We set out to weave the premium tone of Grant Burge, its rich colours and history, with the raw in the moment energy that only Dylan can deliver. It was one of those rare days on set you didn’t want to end as Dylan was having such a great time, inspiring all of us there.”
Kate Bradley, managing director of Dialogue PR, the retained PR agency across Accolade Wines’ portfolio, said the Leave your Mark campaign is the perfect synergy between a brand that continues to make a positive impact, and an Australian who has made a significant contribution to society.
“Dylan Alcott is such a beloved Australian role model, who has had a profound influence on the lives of so many people, and he’s not done yet. He’s a great fit for Grant Burge, a winery that continues to make a positive impact on both the wine community and consumers. We’re excited to see the campaign come to life, with Dylan sharing his story across a national publicity campaign and an exclusive media and influencer event, in the lead up to Father’s Day.”
Media Agency Havas Melbourne has been engaged to provide strategic media planning and implementation tactics to deliver the Grant Burge Leave Your mark campaign to consumers. The media investment includes a partnership with Foxtel One, featuring a sponsorship with sports entertainment show ‘Best On Ground’. This includes in-program and live in-game integration, highlighting players ‘leaving their mark’ on the field, as well as a presence on Kayo and general Foxtel One programming to drive brand and campaign awareness.
“Havas Melbourne is delighted to bring the Grant Burge Leave Your mark campaign back to linear and digital TV, digital out of home and social. In fact, this marks Grant Burge’s return to TV in 7 years. The integrated campaign drives awareness of the brand to new and existing consumers, whilst prompting consumption and purchase both on-premise and in-store,” said Kate Francis, client services director, Havas Melbourne.
Credits:
Accolade Wines: Samantha Filocamo – Head of Marketing, Premium & Sparkling
Ellen Storey – Brand Manager, Premium
Madeleine Legoe – Assistant Brand Manager, Premium
Milkmoney and Octagon – Creative Agency:
Octagon Managing Director – Simone Errey
Creative Director – Ethan McLean
Strategy Director APAC – David Gregory
Planning Director APAC – Neil Sura
Art Director – Alessia FerrierMilkmoney Managing Director – Roz Barnfield
Film Director – Ethan McLean
Producers – Jess Hicken, Carrie Williams, Briony Luschwitz
Production Manager – Emma Woodward
Photographer – John Tsiavis
Director of Photography – Liam Brennan
Editor – Jamie Rusiti
Art Director – Todd Lopez
Dialogue PR – PR Agency
Havas Melbourne – Media Agency
Source: Dialogue PR
