Kick-Ass Creative with Precise Media

Washington State is the second largest wine-producing region in the U.S. (behind California), and the U.S. is now the world’s #1 wine-consuming nation. We needed to find a way to elevate the voice of Washington State wine, who had low awareness nationally, to reinforce the unique story of Washington State wines and increase sales.

We crafted a character named “The Recommendeuer” played by Greg Proops. He communicated all things Washington State Wine in a fun, approachable yet informative manner in a full-scale consumer campaign in select target markets. Elements included digital video, audio, display, print, point-of-purchase and tasting events. We used our digital media technologies and targeted buying skills to increase consumption of Washington State wines in the most valuable audience segments. Washington State Wine achieved statistically significant gains among sommeliers, retailers, and consumers. Share of recommendations among critical national wine retailers and restaurants rose from 12.8% to 18.1%, a 41% increase. We drove a goal-busting 152% increase in total consumer table wine sales while we garnered 67% added value on top of the paid media budget. We even won eleven national advertising awards for our work.