[Yellow Tail] Announces Brand Partnership with National Icon Sophie Monk to Help Aussies Find Their Perfect [Wine] Match

[yellow tail], the world's most loved wine brand for six consecutive years, has launched a new campaign to show Australians that there is great tasting wine for everyone, and you don’t need to compromise on quality to find your perfect [wine] match.

To hero this campaign and help Australians find their ideal pairing, [yellow tail] has joined forces with much-loved personality and national icon Sophie Monk. Coming on board as the brand’s first-ever Australian ambassador, Sophie shares the [yellow tail] life-loving spirit – optimistic, down-to-earth, and straight-talking.

“I’ve been sipping on [yellow tail] Chardonnay and celebrating with [yellow tail] Bubbles for as long as I can remember. As a loyal fan already, I was genuinely thrilled to be invited to officially partner with [yellow tail], an Aussie brand that epitomises everything I love about life, love, and wine,” said Sophie. “What I admire most about [yellow tail] is that like me, it's a brand that doesn’t take itself too seriously.

Wine has always been about sharing a few laughs with friends or marking special moments with family – it doesn’t need to be stuffy and complicated...just really delicious.”

In her new role as [yellow tail] ambassador, Sophie will play a leading role in shaping [yellow tail]’s new campaign ‘Easy to Love’, which is centered around a matchmaking game show. The tongue-in-cheek show features Sophie Monk as both the host and the five contestants, each embodying a different [yellow tail] wine varietal, as Sophie looks to find her perfect [wine] match.

[yellow tail] global brand manager, Anna Czarnocka said, “There is no one who better personifies an iconic Australian brand like [yellow tail] than Sophie Monk. Her spontaneity, down-to-earth charm, and love of simply delicious wine, is truly a great match for our brand.”

“For more than 22 years, [yellow tail] has been creating great tasting wine that consistently over delivers on quality and value, and can be enjoyed on any occasion. [yellow tail] is an ideal pairing for anyone looking for a quality delicious wine,” explains Anna.

Commencing from 8 October 2023, the [yellow tail] x Sophie Monk ‘Easy to Love’ campaign will be through-the-line, activating across Broadcaster Video on Demand (BVOD), Out of Home Media (OOH), Retail, Social and PR, with each playing key roles in amplifying the campaign’s message that [yellow tail] wines are a great tasting and ‘Easy To Love’.  

David Joubert, executive creative director at creative agency Dig said, “At the heart of this campaign is a celebration of the diverse personalities and characteristics of [yellow tail] wines. Executed through the diverse personalities and characteristics of Sophie. I’d like to think we have created a piece of work that is... easy to love.”

Kate Bradley, managing director, Dialogue PR said, “It’s an absolute pleasure to be part of the agency village to bring to life the [yellow tail] x Sophie Monk campaign. We are excited to execute a national PR campaign that includes an exclusive media and influencer event with Sophie to drive awareness and trial of the [yellow tail] range of delicious wines. The synergies between the [yellow tail] brand and Sophie’s all-Australian personality have allowed us to create compelling and engaging stories that reinforce the quality cues of [yellow tail] and encourage consumers to discover the wine range for themselves.”

Media agency Bohemia Connections design director, Aaron D’Ortona said, “With this new campaign, we’re excited to have even more Australians fall in love with the [yellow tail] brand through handcrafted, memorable media. The ‘Easy to Love’ campaign’s joyful and optimistic tone perfectly complements our ongoing media strategy and allows for us to create a connected plan, which will run across BVOD, multi-format OOH, Retail, Social Media and PR. With such a great ambassador in Sophie and her diverse personality, it allows the campaign to bring multiple stories to life for [yellow tail] which creates exciting ways for consumers to engage with the campaign.”

[yellow tail] is renowned globally for its wines’ consistent great taste and quality, showcased by the brand receiving over 550 accolades and awards over the past 22 years. [yellow tail] has also been crowned the World’s Most Powerful Wine Brand, and the Most Loved Wine Brand for six years in a row, testament to how consumers globally continue to connect to the brand.

The [yellow tail] range – including the most popular varietals Bubbles, Chardonnay, Pinot Grigio, Shiraz and Merlot – is available at major retailers nationally at RRP $11 (750ml bottle), proving that great tasting wine can also be affordable. For more information on the [yellow tail] x Sophie Monk campaign, and to find your perfect wine match, visit www.yellowtailwine.com/au/.