Ahead of its latest Minivino rosé wine hitting the supermarket shelves, Broadland Wineries challenged us to capture the attention of wine loving media and millennials alike, with a creative launch idea that would generate coverage across a broad spectrum of media – from wine experts to influencers.
With a plethora of other brands already offering a portable wine solution, our job was to make Minivino stand out, whilst also communicating its key messages of on-the-go, miniature, lightweight and shatterproof.
Knowing that getting product in front of media would be essential to securing coverage, we came up with an original way to deliver the wine right to journalists’ desks, that would not only encourage them to try it but also create a showstopping Instagrammable moment for them to share via social media.
To do this, we commissioned baking expert extraordinaire and TV presenter, Juliet Sear, to create a summery botanical garden cake using the wine’s tasting notes of apple, raspberry and redcurrant. The finished creation (which almost looked too good to eat!) was hand delivered to 15 top publications within the consumer lifestyle press along with branded Minivino gifts, ensuring the brand would stay front of mind once the cake had been devoured.
Harnessing the power of lifestyle influencers, we also sent millennial Instagrammers their own botanical garden cake and asked them to share their #Minimoment when they sampled their rosé wine. With visually striking content popping up across their feeds, reaching a combined organic audience of more than 44k, our influencers helped to communicate Minivino as the perfect on-the-go wine, with one even showing it off at Wilderness festival!
We supported our creative mailer with a wider product placement outreach to mid and short-lead media publications throughout August. The launch generated over 40 pieces of coverage, including coverage within Fabulous magazine’s coveted Graph of Greatness barometer slot.
We finished up with 44 pieces of coverage and a potential reach of over 4 million, smashing our initial KPI of 17 by 158%. We’ll cheers to that!