Disruptor wine brand Jam Shed, is gearing up for its biggest autumn and winter yet with the launch of its latest, bold and unapologetically playful campaign: There’s No Such Thing As Too Jammy – estimated to reach 21million UK adults. Jam-mifying screens nationwide from the 10th of November, the hero 30-second ad will bring Jam Shed’s jammy personality to life across TV (the first ever for the brand), social media, streaming platforms and with an activation in Camden.
The television advert follows a bold protagonist on a quest for the jammiest wine in the universe. As it moves from scene to scene (each one getting jammier), the confident protagonist demands one thing only – make it JAMMIER! – until the AV resolves on the jammiest of all: a bottle of Jam Shed Shiraz. The advert features a tongue-in-cheek cameo from wine specialist and content creator Tom Gilbey which taps into the brand’s playful nature.
Backed by a £2 million campaign investment, the activity will dominate multiple touchpoints from broadcast TV and streaming platforms, such as Netflix and Amazon Prime, social and influencer, to digital OOH screens across key city locations. On the streets of Camden Lock, the brand’s iconic Jam Van will offer passersby a double hit of jamminess, serving delicious Jam Shed Shiraz alongside jam donuts, aiming to drive trial and generate buzz in the lead up to Christmas.
Peter English, head of brand marketing at Vinarchy, said: “Through an integrated mix of broadcast, OOH and experiential marketing, we’re driving awareness and building even stronger brand love for Jam Shed this autumn and winter. We know that taste is a key barrier when it comes to wine so we’re going to make sure that everyone knows how delicious and approachable Jam Shed is.
“There’s No Such Thing as Too Jammy marks a huge moment for the brand as we continue to cement Jam Shed’s position as a key disruptor brand in the wine category. With consumers actively seeking out Jam Shed on shelves and online, visibility is key. Now marks the perfect time for retailers to stock up and make sure Jam Shed is easy to find”.
Running in parallel to this, within retail the brand is ramping up visibility even further with The Jammy Drop – a new on pack competition which offers shoppers a chance to win a share of £20,000. That’s not all for Jam Shed – this festive season, 659,000 bottles and 35,000 mini-boxes of ‘Jam Sled’ will feature limited-edition Christmas packaging, certifying this autumn and winter as nothing short of jam-packed for the brand.
