Over 30 lifestyle media guests attended with representation from some of Canada's top influencers, bloggers, print and online publications. A consumer dinner followed and included wine enthusiasts from across the GTA.
Canada – Are we drinking and serving wine at the wrong temperature?
Andros Communications produces Australia’s Wakefield Wines “Celsius Event” in Toronto for the Canadian release and promotion of their Optimum Thermal Sensor labelling on their Estate and Promise Land range of wines.
OUR TASK
In partnership with Profile Wine Group and our client (Wakefield/Taylor Wines), we were tasked with addressing the common mistake made by many wine drinkers of serving and drinking wine at the incorrect temperature.
Unlike any wine labelling currently used in Canada or found at your local wine retailer such as LCBO, Wakefield’s unique label launched in Canada through Wakefield’s Celsius Campaign.
How does it work? The Optimum Drinking Temperature Sensors located on the back label of Wakefield’s wines provide consumers a wine temperature serving guide that improves overall drinking experience by indicating when the correct serving temperature is reached. The easy to follow colour changing label allows Canadian’s the ability to serve their favourite red and white wines at the perfect temperature.
Justin Taylor of Wakefield Wines, and Drew Walker of Profile Wine Group, guide guests through a sensory tasting of award-winning wine paired with an exquisite menu.
OUR STRATEGY
Our overall objective was to support and promote current listings of Wakefield’s Estate Range in Canada while building awareness of the Estate Series portfolio among B2B and B2C markets and guide Canadians towards the importance of wine drinking temperature.
Our team developed a Toronto event and national promotional media and influencer marketing campaign that demonstrated how the Optimum Drinking Temperature Sensor works. The campaign worked in conjunction with Wakefield’s Canadian release of their Estate Chardonnay, Estate Shiraz, and Estate Cabernet Sauvignon.
Our event took place at Toronto’s Distillery District - The Loft and included two sit-down wine tastings with food pairings that were hosted by Wakefield’s own Justin Taylor. One event was held for media and LCBO buyers and the second event was held for wine enthusiasts. Justin led consumers, media and trade through sensory experiences and paired wine tastings that demonstrated how the temperature sensor works and its importance in delivering exceptional flavours and aromas when tasting wine.
Key wine critics and lifestyle media (syndicated across national press and digital channels) and top LCBO buyers attended. Media assisted in initiating conversation and consumer awareness through their own unique content creation; which included earned media from top influencers, traditional and online media outlets. Read our campaign coverage.
“It was imperative that we branched out from typical wine content and reviews in hopes to correctly promote the easy to use and unique thermal labelling that offers both knowledgeable wine consumers and novices alike, the ability to serve wine at the correct temperature while in the comfort of their own home and when entertaining family and friends.” ~ Ted Kalaboukis, Director - Canada | Andros Communications
Our 3-course tasting menu was accompanied by 3 different wines served at both the correct and incorrect serving temperature.
OUR RESULTS
With Brand awareness and positioning at the forefront of our integrated marketing campaign, our team focused on Wakefield’s Optimal Drinking Temperature technology and innovative labeling, while highlighting Wakefield’s award-winning wines, commitment to sustainability, family heritage and Australian roots, through hands-on and educational sensory experience.
Andros was thrilled to develop a new international partnership while supporting Wakefield Wines release of their quality and award-winning wine to Canada. Deliverables and return exceeded our client’s expectations with an overreached earned media value and an increase in both consumer interest and sales.
The activity was integral for Profile Wine Group and for Wakefield to obtain new listing opportunities at the LCBO.
“Thank you on behalf of Wakefield, Profile and myself for all your efforts and attention to detail with regards to our Celsius event in Toronto. The whole event came off without a hitch. I would absolutely look forward to working with you and your team again” ~ Jeff Siddron, VP Export – North America | Wakefield Wines
Optimum drinking temperature can be achieved with Wakefield’s simple to use sensor label. Located on the back of both Wakefield's Estate and Promise Land range, consumers can easily achieve the perfect serving and drinking temperature for wine while in the comfort of their own home.