With the support of Wines of Germany, the LCBO launched a German wine promotion throughout the summer months of July and August 2021. To provide maximum support for this promotion, Andros Communications launched the “Coolest Wines on Earth” advertising campaign for their client Wines of Germany, with a comprehensive print and digital marketing strategy. The goal was to create awareness of German wines and the LCBO promotion. The strategy implemented included the following:
LCBO Virtual Tasting Experience titled, ‘Cool German Wines,’ held on July 29th hosted by Founder + Chief sommelier of the Wine Sisters, Erin Henderson and Canadian sommelier, Kimberly Pollack. This offered educational information on wines currently available at the LCBO for purchase online and in-store, with food pairings featured (with recipes) in the latest Food & Drink Magazine. View the Cool German Wines virtual tasting experience here.
The LCBO.com landing page, featured 15 German wines endorsed by the LCBO for purchase with engaging content about the region. An exclusive online curated Discovery Box was offered, consisting of a mixed case of German wines; a guide to German wines, and a summer themed value-add carrier bag.
The advertising campaign was implemented at select LCBO stores across Toronto and on city buses and bus shelters in the Kitchener-Waterloo region where the LCBO’s Destination Collection specialty German wine boutique is located.
With the support of Andros Communications, this successful promotion increased overall awareness and sales of German wines at the LCBO.
