Treasury Wine Estates has launched a mouthwatering new campaign for Pepperjack. Over a 1 week period, 1.4 million commuters at Melbourne train station Southern Cross will be able to interact with two "Innovate Panels" that allow passers-by to push a button to release a barbecue scent. The campaign supports Pepperjack’s national in-store promotion where consumers can collect up to $100 to spend at Barbeques Galore when purchasing from the Pepperjack range. Pepperjack Shiraz has been Australia’s number one red wine in value for six years running and this campaign aims to highlight the wine as the perfect accompaniment for steak. Pepperjack’s fully integrated campaign features across social, influencer, a national out-of-home program and in-store visibility that will run until the end of February. This innovative execution was live in Southern Cross station from the 22-28 January 2019.