Yellow Tail, produced in Australia, is the No. 1 imported wine brand in the U.S. The label is distributed nationwide by Connecticut-based Deutsch Family Wine & Spirits, one of the nation’s largest purveyors of wine and distilled spirits. Yellow Tail retained FWV for media relations and event management as part of a major consumer promotion.
Teaming up with “The Sandwich King”
Media/Consumer Promotion & Truck Design
FWV connected Yellow Tail with celebrity chef and Food Network star Jeff Mauro, “The Sandwich King,” to hit the road in a custom-designed Yellow Tail food truck headed from Boston to Minneplois for Super Bowl LI. After kicking off the campaign in New York with an appearance on Rachel Ray, Mauro did radio call-ins as the truck stopped at stations across the country with sandwiches and wine, a delicious but different Super Bowl combination. The trip culminated in Minneapolis, with Mauro making the rounds at Super Bowl Radio Row, the highest concentration of broadcast media in the world.