Yellow Tail wine aims to ‘cut through the beige’ with first TV campaign from Ikon Group Sydney

Wine brand Yellow Tail has positioned itself as “refreshingly simple” in its first TV campaign, fronted by Jac and Shaz from Channel 7’s My Kitchen Rules.

The work by Ikon Group Sydney has the duo discussing the complexities of food, wine, party etiquette and technology with Yellow Tail depicted as one of the simple things in life.

In one of the TV spots, the pair mock the flowery descriptions given to come other wines.

Casella Family Brands brand manager, Emma Fogarty, said: “Jac and Shaz provide a refreshingly simple take on life, which mirrors what Yellow Tail stands for; bringing delicious, accessible wines to our fans without a lot of fuss.

“The duo bring the Refreshingly Simple campaign to life as relatable characters who face the everyday challenge of finding good quality wine in a category that is cluttered and often verbose.”

The TV campaign will be supported with digital, social, in-store and PR executions.

“We are looking forward to watching the campaign roll-out across key channels and continuing to build on the brand’s growth over the past few years,” added Fogarty.

Ikon Sydney’s chief of creative services Natalie Musico said: “The aim of the campaign is to cut through the beige and create a meaningful connection with our audience.

“Jac and Shaz’s warm and vivacious personalities gave us an opportunity to showcase the fun and refreshing personality of the brand”.


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