CUNE

Background

Cune has been producing amazing wines in the heart of the Spanish wine region for over 100 years. Whilst Cune is synonymous with good value quality wine in Spain, in the UK it faces competition from noisier brands in the market.

Objective

Build brand love beyond price promos throughout the summer.

Strategy

Link the spontaneity inherent in Cune’s brand story to the joy of seizing the moment and living in the now.

Activity

#LuckyBreak: ahead of the summer we created the integrated #LuckyBreak campaign which saw us:

• roll-out an on-pack competition in retailers including JS and Waitrose through which shoppers could try their luck and win a range of #LuckyBreak prizes
• create a dedicated Cune Lucky Break website for consumers to enter the competition and find out more about the brand.
• recruit a range of lifestyle and drinks influencers to tell the campaign story by helping them achieve something they’ve never done before, from supercar driving to flying lessons and a Spanish cooking masterclass, with every experience was captured on camera and played back through social media.
• all supported by a full-service press office and digital marketing campaign.

Results

In just a few short months we:

• drove thousands of conversations around the value of chance and put a stamp on Cune for being fun, spontaneous and always living in the moment, delivering:
• received more than 17k competition entries to the Cune micro-site
• delivered 20 pieces of national and consumer coverage reaching of 9.3 million wine drinkers over the key summer period
• ran ads which drove 18.5k clicks to the Lucky Break competition page and reached 750k potential Cune consumers