Santa Margherita

We Create Sizzle

Serving Women a Taste of our Brands


Challenge

  • Accelerate awareness and relevancy for luxury wine brand during 2009 recession, when consumers were looking for value vs. luxury in wines

Insight

  • Consumers need a reason to choose higher-priced wines – especially in a down economy

Strategies

  • Position Santa Margherita as “sure thing” in wine choices via expert appeal and cookbook endorsement – making “luxury” choice worth it
    • Leveraged Santa Margherita’s prestigious Italian heritage via partnership with BravoTV’s Top Chef Fan Favorite, Fabio Viviani, who launched a new restaurant and cookbook, and whose star MMC predicted would rise
  • Create opportunities to showcase Fabio’s endorsement of Santa Margarita wines via media, online communities and attendance at high-profile events
    • Secured Santa Margherita’s inclusion in Fabio’s cookbook and sponsored 10-city promotional tour, where Fabio recommended Santa Margarita wine and recipe pairings during broadcast cooking appearances, as well as with editors from national newspapers, magazines and top online influencer sites/blogs
    • Leveraged Fabio’s accessibility and aspirational draw to garner media interest in Santa Margherita on top national morning shows – usually resistant to alcohol stories
    • Extended brand messaging via participation and brand integration on Fabio’s active social networks (Facebook, Twitter, etc.)

Success

  • Reinvigorated on-premise excitement, sales
  • Media impressions exceed 100 million
    • Unprecedented coverage on top broadcast shows, including GMA, Today Show, KTLA-TV
    • Targeted magazine placements: Cooking Light, Star, OK!, Country Living, Family Circle, New York Magazine

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