Through a series of consumer insights the media team identified both a powerful media opportunity and a creative point of difference for Lindemans.Our target audience of 'family convivialists'• Spent a lot of time at home – where most wine is consumed• Were not habitual wine drinkers or connoisseurs–needed confidence and 'permission'• Liked to relax in front of their favourite TV programme • Led a very local lifeWe briefed the creative agency to develop ads specifically around our idea - then persuaded newspapers to redesign their TV listings page layouts to create specific sites for us.