Queen of chat

First Cape

BRAND CHALLENGE

Launch a new lighter wine style category

NEXUS MOMENT

“Us time” wine is a key part of the catch up ritual for millennial women across the UK, the core motivation for this “us time” is to chat yet not consume too much.

STRATEGY & STORYMAKING

We positioned First Cape Café Collection as the “us time wine” by creating original research which uncovered the truth behind female natter and teamed up with TV personality Alesha Dixon to lead our search for the UK’s Queen of Chat amongst consumers.
To drive trade engagement Alesha visited the head offices of ASDA and Sainsbury’s meeting with Andy Clarke and Justin King and participating in company-wide activity to support listings and drive engagement.

ENGAGEMENT

100 competition entries and 6,500 votes

180 pieces of media coverage including 55 nationals

75% increase in web traffic YOY

300% increase in sales during the peak campaign period

Queen of chat

First Cape

BRAND CHALLENGE

Launch a new lighter wine style category

NEXUS MOMENT

“Us time” wine is a key part of the catch up ritual for millennial women across the UK, the core motivation for this “us time” is to chat yet not consume too much.

STRATEGY & STORYMAKING

We positioned First Cape Café Collection as the “us time wine” by creating original research which uncovered the truth behind female natter and teamed up with TV personality Alesha Dixon to lead our search for the UK’s Queen of Chat amongst consumers.
To drive trade engagement Alesha visited the head offices of ASDA and Sainsbury’s meeting with Andy Clarke and Justin King and participating in company-wide activity to support listings and drive engagement.