Mallee Rock Wines pay tribute to the rich bounty of Australia, a land that is rocky and dotted with beautiful mallee trees. The wines reflect the Australian spirit: easygoing, adventurous, and demonstrating genuine character.
Services: Media Relations, Influencer Engagement, Immersive Experiences
To promote Mallee Rock's launch in wine stores across Western Canada in 2015, Milk organized a launch event based on the Australian summer session with the aim of creating awareness and buzz through broadcast, online, and social coverage. 35 media and influencers attended, and Australian chef Todd Bright created some food pairing dishes to go alongside Mallee Rock wines. To encourage media engagement, we created and displayed DIY decor based around the idea of outdoor entertaining.
Overall, the campaign earned 24 social media posts, over 2 million impressions, and 15 media stories, including segments on Global Noon News, Breakfast Television, CTV Morning Live, and articles in The Vancouver Sun, Western Living Online, and MyWinePal.com.