How do you come up with an ‘experience’ based national campaign to target younger consumers whilst getting the trade to list new wines, sell more German Riesling and to reach consumers nationally?
‘It takes 30 days to create a habit so welcome to the multi-award winning 31 days of German Riesling’, a nationwide promotion to engage the trade and encourage them to list new wines while getting consumers trying and buying them. Involving over 250 retailers, wine bars and restaurants (including 15 Michelin-starred) the promotion has been running for seven years. Last year, we also took the campaign through a complete re-brand – updating the logo for a more modern look and creating new POS based on feedback from retailers.
Throughout the campaign over 70,000 consumers were sampled and over 25,000 bottles of German Riesling were purchased with an average sales increase of 268% in participating outlets.
Over 60 new wines were listed throughout July and our drive to nationalise the promotion was hugely successful with over 67 towns and cities taking part in 2017.
Over 4.7m consumers had the opportunity to read, hear about and interact with the promotion through PR and social media.
Over the seven years that this campaign has run, it has been nominated for multiple awards, winning two major ones including IWC Generic Campaign of the Year 2015 and IWC Consumer Campaign of the Year 2018.
Green & Black’s
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