Dark Horse Wine
Vote for your favourite
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On-pack Promotion
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Shopper Marketing
We began working with this leading UK wine brand in 2018, helping develop brand communications for a wide-range of marketing activities.
Our latest project is an exciting three-month promotional campaign that will feature across major UK retailers, including Sainsbury’s, TESCO, Waitrose and ASDA.
Tasked with delivering a campaign that would grow Dark Horse Wines’ brand awareness, we reviewed the category and consumer data and built our ideas around showcasing the wine varietals that have the strongest repeat purchase rates: Dark Horse Cabernet Sauvignon and Chardonnay.
The ‘Vote Red or Vote White’ concept immediately captured the imagination of both E&J Gallo’s sales and marketing teams, as well as the retailers themselves. The visually striking ‘50/50 split graphic’ which highlights the top SKUs gives the campaign a bold and instantly recognisable look.
Entering the competition is easy. QR codes on neck collars lead directly to a dedicated microsite, where consumers can enter a unique code for a chance to win an instant cash prize. With the added incentive of a £100,000 prize pot, together with fully-branded FSDUs (free-standing display units) across stores nationwide, the campaign will help boost brand visibility and consumer awareness both in-store and online.
