Channel 4 Sales partner Nederburg Wine with Jimmy Doherty

11 August 2014

Channel 4 today announces an exclusive ad campaign with Distell owned premium wine brand Nederburg, fronted by Channel 4 presenter and food producer Jimmy Doherty and launching September 2014.

The partnership represents the first time Nederburg has advertised on TV in the UK and will be visible around food and lifestyle programming across Channel 4, More4, UKTV’s Good Food Channel as well as the broadcaster’s on-demand platform, 4oD.

The two 30 second bespoke ads will see Jimmy pair Nederburg Winemaster’s Reserve Sauvignon Blanc and Cabernet Sauvignon with recipes he has created exclusively for the campaign.

Sassy Films are responsible for the creative.

Off screen activation will include a competition offering the chance to win one of a hundred prizes, including Samsung tablets and cases of Nederburg wine via www.channel4.com/nederburg.

The promotion will be visible in store at Tesco and Morrisons from August 2014 and will drive consumers to the mirco site in order to enter the competition, as well as to view Jimmy’s recipes together with food and wine matching tips.

The partnership was brokered by Melanie Ball, Partnerships Account Manager, Channel 4 Sales and Hayley McRae, Strategy Director, The Village Communications and will return for a second burst in 2015.

Jimmy Doherty is widely acclaimed for his passion and knowledge for farming and good food and for working on Channel 4 shows including Food Unwrapped, Food Prices: The Shocking Truth, and Jimmy and The Giant Supermarket as well as shows with his childhood friend and Channel 4 presenter, Jamie Oliver including Jamie and Jimmy’s Friday Night Feast.

Angus Mitchel, Agency Principal, Channel 4 said: “We’re delighted to have partnered with Nederburg for its first TV campaign in the UK. These tailored ads featuring our very own Jimmy Doherty are a great example of us leveraging our brand and talent across brand partnerships.”

Rachel Hawes, International Marketing Manager for Wine in the UK and Europe, Distell said: “Nederburg is an authentic, premium South African wine collection which pairs exceptionally well with food. Partnering with Jimmy Doherty has been fantastic as his passion, expertise and credentials are always reflected in his projects. This is an ethos shared by Nederburg winemakers, who have spent centuries mastering the craft of making superior and highly acclaimed wines.

“We are committed to building Nederburg in the off-trade and raising its profile among consumers. The new campaign has been designed with this in mind and will drive trade and consumer engagement and new listings for the brand. We hope the latest activity will introduce new consumers to the Nederburg wine collection and the South African wine category.”

Hayley McRae, Strategy Director, The Village Communications said: “When we were first appointed by Nederburg to help launch their brands to the UK market we recognised that there was a huge opportunity to create some truly innovative comms which would allow Nederburg to distance themselves from any competitors. As well as affording the discerning audience we knew Nederburg should be speaking to, Channel 4 (with their strong focus on food content) also afforded the perfect environmental fit and marrying the two brands together has resulted in an exceptionally fruitful coupling. 

We’re all very excited to see the results of this hard-work come to our screens, and most importantly provide that all important launch platform and resultant sales.”

Touch PR have developed the consumer PR programme.

Ends.

Notes to Editors:

About Distell:

Distell is Africa’s leading producer of wines, spirits, ciders and ready-to-drinks (RTDs) with a portfolio of almost 100 brands.  The company employs nearly 5,000 people worldwide and has an annual turnover of R14,2 billion.  Its key strengths are local market leadership, high brand awareness, an extensive distribution network, local market knowledge, strong trade relationships and the structural capacity to rapidly introduce new products across categories and channels.