Majestic wine

Objective

Christmas is a key trading period for any retailer, and we needed set Majestic Wine apart from their supermarket competitors during a noisy time of year, driving footfall into their stores and online to their website during a key trading period. Our goal was to help Majestic have its biggest Christmas ever.

Insight

Only Majestic’s colleagues are all qualified to WSET [Wine & Spirit Education Trust] level 2 and above, with several Masters of Wine in their buying team.

Strategy

Link the the knowledge of store colleagues to all the different occasions customers might experience over the festive season – the majority of which also feature food.

Creative

‘Store Sommeliers,’ the campaign highlighted how Majestic can help customers pair the perfect wines with various festive foodie moments.

Activity

We partnered with the award-winning former ‘UK Sommelier of the Year’, Romain Bourger, and two Majestic store managers to be our ‘Store Sommeliers’.

Working with celebrated supper club chef and content creator Rosie Kellett, we hosted a dinner at her East London home for 16 influencer guests to emulate a dinner party experience – our first ‘Store Sommelier Supper Club’. We paired and profiled six products exclusive to Majestic with a four-course seated dinner, cooked and curated by Rosie, with a guided wine tasting led by our ‘Store Sommeliers’ and ambassador M. Bourger.

We also launched a fully integrated campaign across a swathe of Majestic’s comms channels. These included dedicated product pages on their website, a social media and eCRM campaign introducing Majestic’s ‘Store Sommelier’ colleagues, multiple touchpoints across the internal newsletters to colleagues, including staff training by M. Bourger, and we hosted a dinner for VIP customers at a Majestic commercial partner.

Results

Our key CTA was for people to enjoy their own ‘Store Sommelier experience’ by visiting their local Majestic stores, supplemented by a product push showcasing the range available for all occasions – all to drive footfall into stores and online.

Across our six week peak campaign for Majestic we secured:

•  220+ pieces of influencer content
• Another 100+ pieces of influencer content from our ‘Store Sommelier’ supper club (a significant uplift from the 7-10 pieces we had KPId)
• 320+ pieces of media coverage for our peak product push

Most significantly, our work contributed to a tangible real-world impact on the business, with record-breaking sales announced following the peak trading period. In January 2024, Majesticreported a 1.9% increase during the six weeks to 30th December – beating its previous Christmas sales record set in 2023.

Sunny Side Up says:

“The ‘Store Sommelier’ integrated campaign was rolled out across a number of different channels, building Majestic’s share of voice during a key trading period. The ‘Store Sommelier’ campaign contributed, in part, to a tangible real-world impact on the business – with Majesticlater announcing record-breaking peak sales. Certainly results to toast to!”  

Antonia Paget, Senior Account Director