Accolade-owned wine brand Jam Shed is set to unveil its latest out-of-home campaign across London and Manchester.
The initiative is designed to drive trial and boost market presence during the key summer period – with an estimated reach of more than 18m individuals.
From now until 25 August, London’s Shoreditch will host a custom-painted mural featuring an interactive boxed wine dispenser. It is said to mimic the historic wine windows of Florence but with a modern twist – dispensing Jam Shed Shiraz over ice directly from the mural. Passers-by will be offered complimentary samples on-the-go.
Alongside the above-the-line mural activation, Jam Shed’s creative will be showcased on digital roadside screens in the cities of London and Manchester, and will also adorn buses throughout London. The activity will be further amplified by targeted influencer support, leveraging their reach to bolster the campaign’s impact and engage a wider audience.
Tom Smith, Marketing Director – Europe, said: “We’re beyond excited to roll out this summer’s splash of colour with our bold new out-of-home campaign! At Jam Shed, we’re all about blending fun with flavour and doing things differently, and this August, we’re taking things up a notch. From our striking mural in Shoreditch, to eye-catching digital displays road-side and on buses cruising through London, we’re making sure our vibrant presence is felt across the cities.
“A sampling activation is the perfect way for us to build brand equity and showcase how Jam Shed stands out in the wine world. By offering consumers a taste of our rich Shiraz, we hope to demonstrate our distinctiveness and convert casual tastings into long-term brand affinity, ultimately taking us one step closer to converting the UK into a nation full of Shed Heads!”
