GRAFFIGNA - MEATY MALBEC

Meaty Malbec

/ Work / Graffigna - Meaty Malbec

In a sea of wine brands, how do you get a relatively unknown Argentine Malbec to stand out with confident and grape-savvy 25-35 year-old London men?

"Wow. From a small budget big ideas can come, and #MeatyMalbec and the Graffigna London Steak Awards left their mark on our business and our competitors. You would have thought that PR ideas around food and wine had been exhausted but the team demonstrated that by understanding our brand, our consumer and most importantly our customers, a remarkably unique and engaging campaign can be created; one that has not only driven engagement but also the holy grail for any FMCG business, listings.

The campaign led our customer marketing campaign within Sainsbury’s, it got the brand supported by one of our biggest on-trade partners, Taylor Walker, and we’re currently in discussion with another partner over a series of events in which the brand will feature strongly."

 

Lucy Bearman, Head of Marketing, Wines, Pernod Ricard UK

Creating Advantage

63% of the 25,000+ engagements were from men and 95% from London, with a combined social reach of over 3,000,000.

77% of the votes cast were converted to sign-ups to the brand’s eCRM database for future engagement.

2,000% increase in Twitter following; +98% growth in Facebook fans; +583% increase in social engagement.

Engaged with four key sector influencers - Luiz Hara, The London Foodie; Matthew Zorpas, The Gentleman Blogger; Matt Walls, freelance wine writer; and Jon Hawkins, editor of Foodism, London’s leading food magazine.

Project Leader

We were tasked with tapping into audience tastes.

Our approach was based on the insight that Malbec is unequivocally the best wine for red meat – and all our research showed that our target audience loves a good steak. Not only that, but research revealed social conversation strands about ‘meaty wines’ and ‘meaty reds’ which inspired us to create #MeatyMalbec, a platform to make Graffigna the premium wine of choice for red meat occasions.

To get the brand into premium steak restaurants – and so in front of our audience – would require a vehicle. We created the ‘Graffigna London Steak Awards’.

With a multi-channel approach embracing Twitter, Facebook and traditional media, we invited the public to nominate and vote for their favorite steak restaurants.

We recruited four influential judges to be the final arbiters - Luiz Hara, The London Foodie; Matthew Zorpas, The Gentleman Blogger; Matt Walls, freelance wine writer; and Jon Hawkins, editor of Foodism, London’s leading food magazine.