NEDERBURG SHOWS REAL PASSION WITH REAL PEOPLE
Nederburg's most important ingredient is passion. That's the message the brand is giving wine lovers in a new national marketing campaign.
Featuring real people at the winery, it shows how on a very personal level, their passion has built Nederburg into one of South Africa's most successful brands, as a market leader and the winner of many global and domestic awards and accolades.
The campaign, built on a simple but very authentic message, brings to life the strong pride and commitment shared by every member of the team. No matter what their role in the winemaking process, from soil to glass, it tells the story about people who don't merely care about their work but genuinely love what they do.
"Nederburg speaks to everybody who enjoys wine," says global marketing manager Lynette Harris, "whether you simply want a great bottle for dinner tonight or are a serious collector. To successfully appeal to such a broad audience is a remarkable achievement. When we looked at what makes this brand tick, what has kept it alive, relevant and interesting to so many people for so many years, we realised its success relies on the heartfelt involvement of every single person associated with our winery."
Established in 1791, Nederburg has been a prominent brand in South Africa for over 70 years.
"The brand enjoys huge respect and renown and with that comes great responsibility not just in upholding but in advancing a very long-standing reputation. This isn't a task for the faint-hearted. It's very hard work. It's for people with guts, determination and a zealous, meticulous attention to detail. You have to unreservedly love and believe in what you do and in a nutshell, that's passion."
The TV commercial shows cellar master Razvan Macici flinging glass after glass of wine to the floor over many hours as he drives himself and the team to be better and better, and then to top that again.
"Ours is a pursuit of mastering wine and there is no end to it," explains Harris. "Raise the bar and it means next time you have to work harder to surpass it. Passion leaves no room for complacency and that is what we try to tell wine lovers in a fun and friendly way, so they can be assured of great quality and the very best contribution from a very talented team."
To watch the TV commercial that is now flighting.
An extensive social media campaign features a range of passion-themed initiatives. It includes well-known chef Pete Goffe-Wood who appears in a series of wine and food pairing vignettes online. These videos coincide with the current, MasterChef South Africa series of which Nederburg is the official wine sponsor. Various members of the Nederburg team are also profiled in videos, communicating their passion for their jobs.
Thuli Gogela is another popular food personality linked to the passion campaign, while the brand has also linked up with Eat Out and is sponsoring the 2014 Rising Star Award, to be announced later this year as part of its Restaurant Awards.
To watch Nederburg’s new TV commercial that is now flighting on SABC 1, 2 and 3, eTV, M-Net, M-Net Series, Mzansi Magic and ENCA television channels, follow this link: https://www.youtube.com/watch?v=-d7_6MOYlSI&list=UURFF3t_EZMQqypnpxClm8Qw
Visit www.nederburg.co.za for more on the brand, or send an e-mail to firstname.lastname@example.org.
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Join the conversation using: #NederburgDiscover
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For @Nederburg, the most important ingredient is passion. Watch the new TVC featuring Nederburg personalities: