VILLA MARIA EARTH GARDEN
After 21 years of growing grapes organically in New Zealand, Villa Maria came to us to help launch its first organic wine range, EarthGarden, in the UK.
Consisting of a a vibrant Sauvignon Blanc, a refreshingly dry Rosé, alongside a moreish Pinot Noir and brooding Merlot Cabernet Sauvignon, we needed to spread the word that Villa Maria EarthGarden Sauvignon Blanc was available exclusively at Tesco, whilst building awareness of the new organic tier within the Villa Maria brand.
To mark EarthGarden landing in the UK, we hosted the ultimate garden party in central London where journalists, content creators and influencers of various shades were invited to an exclusive first-experience tasting, against a stunning eco-friendly backdrop.
This was supported by a one-month burst of Display and Meta digital marketing to drive awareness of EarthGarden and Villa Maria’s organic credentials, alongside clicks to the EarthGarden Sauvignon Blanc page on Tesco.com at launch, top and tailed by a dedicated three-month media and influencer press office.
The event generated more than 65 pieces of organic attendee EarthGarden social content with an estimated 900k earned reach and product coverage in the likes of Indy Best and Good Housekeeping with a reach of 1m+.
Whilst the digital campaign created excellent awareness for Earthgarden with 1.7m impressions and more than 4.7k clicks to the Tesco product page in under four weeks!
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