Jimmy Doherty gets taste for South African wine in C4 partnership

Nederburg, the Distell-owned South African wine brand, will launch its first UK TV campaign in September, starring the presenter and farmer Jimmy Doherty.

Jimmy Doherty: stars in Nederburg wine campaign
Jimmy Doherty: stars in Nederburg wine campaign

The ad campaign starring Doherty, which was negotiated by The Village Communications, will air during food and lifestyle shows on channels including Channel 4, More4, UKTV’s Good Food and the on demand platform 4oD from September.

In two 30-second ads, created by Sassy Films, Doherty will pair recipes he has specifically created for the campaign with Nederburg Winemaster’s Reserve Sauvignon Blanc and Cabernet Sauvignon.

On Channel4.com there will also be a competition giving away Samsung tablets and cases of wine as well as providing tips on matching food and wine. The competition will be promoted in Tesco and Morrisons shops from this month.

Rachel Hawes, the international marketing manager for Wine in the UK and Europe at Distell, said: "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."

Hawes said the campaign is designed to "drive trade and consumer engagement" with Nederburg and she hoped it will "introduce new consumers to the Nederburg wine collection and the South African wine category".

There will be a second wave of the campaign in 2015.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published