Wolf Blass

Developing new distribution channels during COVID

Summary

The COVID pandemic had caused massive disruption to Wolf Blass’s Summer sampling initiatives, with bars across the UK shut and events like Taste of London cancelled. At the same time, at home consumption was up 30%, MediaCom were briefed on finding new avenues to promote Wolf Blass wines, but also find new avenues for sampling (and eComm) that would be adapted to the ‘new normal’.

The Work

We developed and managed a partnership with Deliveroo that would pair Wolf Blass wines with meals delivered from their twenty dark kitchens (Deliveroo Editions) across the UK.

This partnership would not only provide Wolf Blass with a new distribution network (and promotion) but would also give them a better view into the demand for their product (e.g. location, day/time, cuisine/meal pairing).

Results

17k samples were distributed across the three week period, with over $2m+ in gained PR value driven by Deliveroo and MediaCom.

Previous sampling initiatives (for the same budget) saw 3k samples distributed, so this 6x uplift has been a massive success, but also provided Deliveroo with greater audience and demand insight. They are now partnering with Deliveroo as part of BAU sampling post-COVID.

Awards

Festival of Media Global Awards 2021
Bronze
Best Direct to Consumer Marketing Campaign

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