Yellow Tail appoints Hatched as full-service strategy and media partner

Yellow Tail has engaged Hatched to manage strategy, planning and media buying for campaigns in Australia.

The announcement:

Following a competitive pitch process, [yellow tail], one of Australia’s most iconic and globally recognised wine brands, has appointed Hatched as its full-service strategy, planning, and media buying partner.

Established in 2001 in the town of Yenda, NSW, [yellow tail] has quickly become one of Australia’s greatest exports, known globally for its vibrant labels, distinctly Australian spirit and easy-drinking style.

The partnership will see Hatched work closely with [yellow tail] to deliver brand and retail campaigns across the full consumer journey, supporting its mission to bring approachable, flavour-forward wines to more tables across Australia and the world.

[yellow tail] global marketing manager Anna Czarnocka said: “We’re excited to welcome Hatched as our new media agency partner for [yellow tail] in Australia. Following the successful implementation of our global packaging refresh, we had an opportunity to leverage fresh thinking on the brand. Hatched’s strategic approach, expertise and deep understanding of the local media landscape make them the perfect fit as we continue to connect with Australian consumers in engaging and meaningful ways.”

Hatched managing partner and general manager Catherine Edghill said: “[yellow tail] is a brand that knows who it is and isn’t afraid to have fun doing it. We’re thrilled to be partnering with the marketing team to create work that’s as bold and memorable as the wine itself.”

The win follows Hatched Sydney’s appointment by Key Pharmaceuticals as the agency continues to expand its client roster. Attracting brands that value strategic thinking and creative collaboration, Hatched Sydney’s clients include The GPT Group, Jack Links, Who Gives a Crap, Swaggle and Klook.

Source: Hatched