When tasked with promoting five distinct wine brands for springtime sipping, we turned to everyone’s favourite seasonal springtime pleasure, flowers. With the help of a local florist, we developed tips on how to pair your wine and flowers through the season with suggestions like, “match your flowers to the label” or “choose unscented flowers for your dinner table and table wine”.
We enlisted locally-recognized photography studio Page + Paper to develop stunning editorial imagery for our campaign. Leveraging this partnership enabled us to secure coverage in a range of outlets, including magazines like Fresh Vancouver, Vancouver Boulevard and Ming Pao Vancouver.
The campaign activated in Ontario, and we developed a second suite of imagery for use in Ontario in our on-site studio. Our creative landed in outlets such as Reader’s Digest and VITA Daily.
For the final phase, we engaged in outreach to social media influencers. Through Easter and Mother’s Day, influencers received bouquets with the paired bottle of wine, resulting in social media sharing across Instagram, Facebook and Twitter.
Campaign impressions totalled 4,194,307 nationally.