Brief:
Launch a new wine brand from scratch to a mass audience; focus on the wine’s great value but incredible quality and Spanish cues to drive consumer appeal and - ultimately - drive sales.

Strategy: ‍
Leveraged early acclaim to launch a quality campaign spearheaded by ‘cult wine impressing UK wine royalty’ brand platform and coupled with an personality to drive media appeal and cut through on social media.

Tactics: ‍
Tapped into the growing creds of the One Pound Chef, Miguel Barclay, as brand ambassador, content creation centred on easy, great value meals and wine pairings, and the promise to consumers that with Campaneo they can glow their budget.

The campaign was underpinned by a bold influencer campaign, which blind tested the wines against a competitors, to drive cult and quality status.

Results:

• 50+ articles and content live over the duration of the campaign.
• 10+ national news and consumer lifestyle hits on The Independent, The Sun & Daily Star Online.
• 9 pieces of trade coverage including The Grocer and Drinks Business.
• 809k estimated views for online content.
• Average coverage and content domain authority of 81, showing high calibre delivery.
• 20+ social posts live covering Instagram reels, posts and stories and TikTok content.