cain&abelDDB and Medialab Pair Wine and Cricket for Laithwaites' Ashes Campaign

Award-winning creative production agency cain&abelDDB and leading independent media agency Medialab continue their successful partnership as they work with Laithwaites to deliver their newest activity and another innings as the Official Wine Partner of England Cricket.

Earlier this month, Laithwaites announced their multi-year partnership with England Cricket, and to support this have also announced their co-sponsorship of cricket coverage on Sky Sports, just in time for the eagerly awaited Ashes Series.

Working closely with cain&abel and Medialab, Laithwaites aims to bring wine and cricket together in a series of idents that celebrate cricketing moments.

The campaign includes a range of assets spanning Sky Sports’ broadcast coverage as well as an integrated digital campaign using Sky’s AdVance technology.  Laithwaites will also showcase exclusive benefits and offers to supporters of England Cricket and retail a range of their wines at international matches throughout the summer.

The new campaign follows the launch of Laithwaites’ most recent 360 campaign from cain&abel with targeted, multi-channel media through Medialab in May that saw the wine company champion their commitment to winemaking and celebrate their journey to deliver quality wine. The sponsorship with Sky Media utilises many of the existing assets from the Laithwaites brand TV campaign, as well as bespoke cricket illustrations.

Mike Turnbull, cain&abelDDB managing partner, said of the campaign: “It’s been great to get to grips with this new initiative, straight off the bat of the recent TV ad and a fantastic partnership is already developing.  But then again, when you bring together Laithwaites Wine and cricket, what’s not to love.”

James Morrison, head of brand at Laithwaites, said: "What a partnership! Absolutely delighted to be joining forces with England Cricket and Sky Sports. At such an exciting time for England Cricket, it’s a perfect time to reach out and quench the thirst of wine lovers across the country.”

Steve Parker, executive director at Medialab said: "This is an outstanding example of client, creative team, broadcaster and media agency collaborating at pace and with clarity to deliver contextually brilliant brand messaging for Laithwaites to support such an iconic Test series.”

Matt Knight, marketing director at Laithwaites Wine, said: “We are thrilled to partner with England Cricket, especially in such a landmark summer. This relationship comes at such an exciting time for English cricket and gives us the perfect opportunity to reach out to wine lovers across the country, and to introduce them to great wines from around the world.”

Karin Seymour, director of client and marketing at Sky, said, “We’re thrilled to have Laithwaites Wines join us for an epic summer of sport as co-sponsor of The Ashes. As the ECB’s Official Wine Partner, extending their partnership with Sky Sports’ broadcast and digital platforms, is the perfect pairing for engaging new and existing customers.”