JWT Auckland has developed a series of thought-provoking headlines to gently encourage people to put work aside to focus on family, friends, fine food, conversation and drinking good wine, as part of a campaign to re-introduce the respected Sacred Hills Vineyard brand to the modern wine drinker.
JWT was appointed to Sacred Hill Vineyards’ business late last year and tasked with refreshing the 28-year-old brand.
“There’s a growing frustration with the high speed, always on, lives we live,” JWT ECD Clive Cameron told Campaign Brief.
“We saw a great opportunity for this brand to have a point of view on these distractions. That’s how we got to “Some things should be kept sacred.”
JWT managing director Simon Lendrum said: “The wine category’s saturated with lifestyle shots set in vineyards, but that doesn’t reflect the reality of how most of us are drinking wine.”
One thing that consumers won’t be seeing in the campaign is the wine bottle itself. Just the crafted brand messages set against the distinctive orange hue of Sacred Hill’s iconic label.
The campaign rolls out in print titles and OOH placements as well as in Sacred Hill’s newly designed website (http://www.sacredhill.com/) and social media activity throughout the coming months.
David Mason, Sacred Hill managing director, says the winery has always been about family and friends.
“That hasn’t changed but this campaign looks at what that means in today’s society and how we can take a stance on the things that are really important in life.”
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