OBJECTIVES
Grow distribution of Patchwork Shiraz by engaging off-premise retailers and wine merchants.
INSIGHT
With its name derived from the ‘patchwork’ of different vineyards that contributed to the wine, Patchwork was the definitive expression of a full-bodied Barossa Valley Shiraz.
This ‘patchwork’ truly came into view from a hot air balloon flight, something synonymous with the Barossa region.
SOLUTION
Our campaign positioned Patchwork as ‘Made from Barossa’ and utilised a hot air balloon as the primary visual asset.
To authenticate our position, we developed a promotional display case that included actual soil samples from each of the vineyards used to produce Patchwork. We also gave retailers a chance to win a weekend in the Barossa featuring a tour with the winemaker, behind the scenes experience and flight over the Barossa in our purpose-built Patchwork Shiraz hot air balloon.
RESULTS
The consumer promotion ran in Queensland and delivered a 180% increase in distributions, as well as 57% increase in sales. The campaign is being rolled out nationally, with the hot air balloon now a famous fixture in the skies over the Barossa.
We later ran a supporting consumer campaign on YouTube to support the retailers. The campaign resulted in 42,000 views of the Patchwork video in just 4 weeks.
