2006 Award Winner – Trade Campaign

Wines of Chile UK

“Leave no stone unturned” must be the motto of the Wines of Chile UK team. Starting with clear objectives, the team’s comprehensive 2005 trade campaign aimed to educate, inform, increase market share and establish a dynamic image for Chile and its wines. Activities included promotions in key retail groups, in-store and tutored tastings, buyer visits to Chile, on-trade seminars and press supplements, not to mention the innovative “Meet the Retailer” tasting at Vinopolis and the Annual Trade Tasting at Lord’s, featuring a special guest appearance by the victorious England cricket team celebrating its Ashes win. Quantifiable results included an increase in Chile’s off-trade volume and value market share, so that by November 2005 market share in supermarkets had reached its highest-ever level at 6.7%.  Judges described the campaign as “incredibly integrated”, “consistent” and “very single-minded”, adding that Chile’s market growth was particularly impressive since it wasn’t underpinned by a base of big power brands. 

The Runners Up 2006
Committed to Ale – InBev UK
Set against the decline of cask ale sales and the decision to close Boddington’s brewery, InBev UK’s Committed to Ale was a targeted grass roots campaign aiming to address quality issues, reassure the trade and increase interest in the category. Judges praised the simplicity of its objectives.

Think Red, Think Côtes du Rhône, InterRhône 
Last year’s winner, InterRhône, was again recognised by judges for continuing its integrated and consistent approach to promotion. Broadening its spectrum with key sponsorship activity, advertising and educational schemes, results are evident in increased sales volume against a French category that’s in decline.

The Shortlist 2006

Bibendum Trade Marketing
Aiming to raise the company profile and drive sales, the creative and innovative Bibendum campaign consisted of incentive schemes, promotions and a series of effectively publicised tastings and events.

Chianti Classico Black Rooster, Eviva Communications
With its striking logo put to consistent use through a full mix of media, the Black Rooster campaign was a solid marketing achievement.   

Cocktail Strategy – Global Development, Maxxium UK
Fronted by Wayne Collins, the campaign had far-reaching aims, but was well-supported by branded promotional material and on-trade activity.

DIAM launch – five years in the making, Cube Communications
Adopting a back to basics approach, Cube executed a successful launch for Oeneo Bouchage’s new closure DIAM, based on technical and commercial trials and supported by open debate around this controversial topic. 

Mega Tasting, Wines of South Africa
WOSA demonstrated resourceful use of budget, clear objectives and strong results. Judges were particularly impressed with the successful promotion of regionality at the Mega Tasting.

© db May 2006