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Stormhoek goes looking for love
South African wine brand Stormhoek finishes its UK road trip today having toured 50 Tesco stores interviewing consumers about their understanding of love for a documentary. Cartoonist, blogger and designer of the Stormhoek’s rosé label Hugh MacLeod has been behind the journey, hoping to find love himself.
He has failed in his quest to find a girlfriend but found a woman with such a romantic story he has decided to reward her and her partner with a Valentine’s Day Thames river cruise and dinner. Called Lois Quinnelle, and from Blackpool’s Tesco Extra, the women has been in a lesbian relationship for over ten years. “I met this girl Lois and she’s gay and I thought ‘wow, she’s a force of nature,” said MacLeod. “I could have staged a model for me for the camera but it is essential to remain authentic with new media.”
MacLeod has been on the road since January 17 during which time Stormhoek’s rosé has been on gondola ends in Tesco stores across the country, unusually at full price. “I will be very surprised if we don’t see an increase,” says MacLeod about sales of the wine, “but there have been other benefits. For example I have a much deeper knowledge of Tesco and how shoppers behave.”
The documentary however will not end with the chosen couple’s Valentine’s evening and will continue in South Africa. “There is a little twist,” says MacLeod, “something that happened that nobody knows about.”
© db 14 February 2007