/I Heart Wines
Especially when they talk to me like my BFF
In a cluttered, complicated, sometimes even pretentious category, i heart Wines has a compelling proposition: reliably delicious, varietal-led wines that speak your language and won’t break the bank.
What’s not to love?
Not much, it turns out. Since launching in 2011, the brand’s impressive sales have rocketed them into the top 20 UK wine brands, but despite this success, brand awareness remained low. i heart came to Bray Leino for a campaign that would grow the love in 2017 and beyond.
The audience, women in their late 20s, tend to choose their wine right there in the aisle, based on price and varietal. i heart scores highly on impulse buys because products like i heart Pinot Grigio and i heart Prosecco cleverly simplify this decision.
And hence the insight: i heart Wines is for people who know what they love.
From this, we developed a beguilingly simple idea that plays off the brand name, raising awareness without compromising on charm.
The result is a lighthearted series of ads executed across a savvy, media campaign, which joins up a strategic partnership negotiated with Bauer Media, including press ads, advertorials and social, to OOH executions like panels on London Underground commuter trains and instore shopping trolleys.
Lucy Auld, i heart Wines Marketing Manager, said: “We are really pleased with the creative execution and media campaign. The London Underground ads have already sparked lots of attention and we look forward to seeing the penetration gains and awareness improvement that this campaign delivers.”
Kate Cox, Bray Leino CEO, said: “We look forward to raising a glass as this creative platform delivers for the brand in the months and years to come.”