Yellow Tail Canada is encouraging Canadians to share a toast or two while bidding Fridays adieu.
The effort is centred on a contest to say, “Goodbye Fridays,” by concocting toasts to submit to the Australian wine brand’s Facebook page to win the day off for a year (or the $20,000 cash equivalent). Since launching, the contest has taken Yellow Tail Facebook fans from 200 to 17,400 at press time. It’s the first promo developed for the brand by TBWAToronto since being brought on as AOR at the beginning of the year. 
“There’s been a lot of newness in wines recently and we want to remind people that we’re actually a perfectly great wine and completely accessible for the smaller moments in life,” says Holly Wyatt, marketing director, The Kirkwood Group.
Wyatt calls the campaign more of a 360 approach than Yellow Tail’s previous efforts and one that aims to bring wine drinkers’ focus back to Australian vino options.
“We’re trying to make sure the consumer really understands how approachable and accessible Yellow Tail is versus some of the more complex wines,” she says. “The key is really bringing the consumer into the campaign. We have that ability now so easily with Facebook that we really wanted to make the most of it.”
“Goodbye Fridays” is being supported by interactive digital boards that display texted toasts. Interactive projections appearing on bar district walls will replicate the experience in July. Ads in Food & Drink, Occasions and Dish magazines are also promoting the contest, with in-store and in-bar promos part of the mix too. A branded Airstream trailer/mobile bar is appearing at festivals throughout Ontario, with tour stops advertised in commuter papers via media handled by OMD.