Food Monthly Hits The Bottle In Oddbins Stores

The Observer has teamed up with Oddbins to launch an exclusive deal to advertise its Food Monthly magazine on wine wraps in off-licences across the country.

The ground breaking deal, will make the Observer the first brand to appear on wine wraps in Oddbins, although it is understood that other advertisers are considering using the medium.

According to the Observer, the eight-week campaign will begin later this month and will encompass one million bottles of wine.

The creative for the campaign was developed by Tranzformer, with planning through PHD and buying through Poster Publicity.

Advertising on wine wraps is one of many new ambient media ideas, which have emerged as advertisers jostle for space in the increasingly crowded media marketplace. Earlier this year creative marketing agency, Cunning Stunts, launched a scheme to create human billboards to advertise brands such as FHM (see Students To Become Human Billboards).

According to the latest ABC results for the six month period ending April 2003, the Observer has seen its circulation decline by 1% year on year to 455,482, down from 460,084 in the same period in 2002.

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