The activity launches this month and will include TV advertising, print, outdoor, on-line and in-store activity.
The campaign, created by the Bezier Group, aims to highlight the fact that quality, passion and character are attributes of both the England rugby squad and the Wolf Blass brand.
It is expected to reach 3m consumers and builds on Wolf Blass' association with major sporting events which included the npower Ashes in 2009.
Richard Trimby, marketing director, Foster's EMEA, said: ‘This is the biggest through the line campaign that Wolf Blass has ever embarked upon and we are confident that it will resonate with our core consumers and create enough noise to draw new consumers into the brand.'
Running in conjunction with the advertising, Wolf Blass will also be offering consumers the chance to win ‘Ultimate Sporting Prizes' via an in-store neck collar promotion. Running across the Yellow Label portfolio, prizes will include all inclusive VIP packages to major sporting events including the Ashes in Australia, premiership football matches, the Ryder Cup, Queens and Royal Ascot.
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