Brief:
Brand build and cut through the noise in the Aussie wine aisle in a summer whereby fixture space is highly competitive, and position the brand favourably to the UK off trade.

Strategy: ‍
Developed and employed a new, meaningful brand proposition: Good Times Are Now, to resonate with consumers and differentiate from the competition. Attached a drinking occasion, combined with a multichannel campaign led by premium personalities to bring the message home and create aspiration at an accessible price point.  

Tactics:
Overhauled brand campaign assets via content development work. Accessed national online audience using gravitas of Michelin star chef Skye Gyngell and digital strength of DJ BBQ with a campaign that told the nation that the good times are now. Further amplified with digital content creation, media sampling, consumer research, broadcast  interviews and product placement activity to generate coverage across all relevant media segments.

Result:

• 60 pieces of branded campaign coverage in a 2 month period
• 21 interviews on national and regional radio