Rioja

The Times 2 for 1 Gastro Pub Promotion in association with Wines from Rioja

Nos gusta el vino!! Wines from Rioja briefed whynot! to create a dining offer with a media partner at a selection of the best gastro pubs in the UK, establishments mirroring their brand values - creativity, dynamism and freshness.

Through this dining offer, Wines from Rioja wished to deliver awareness of the Rioja brand, its synergy with quality fresh and seasonal food as well as significant Rioja wine sampling opportunities to a younger, predominantly female audience.

We created a single campaign with gastro pubs that targeted two very distinct audiences – The Times and The Sunday Times newspaper readers and Closer Magazines online audience. Combined, the campaign was be seen by over 6 million consumers.

We recruited nearly 300 gastro pubs to support the promotion, offering Times and Closer readers a 2 for 1 deal on main courses and glasses of Rioja. The campaign launched with a front page puff in The Times and included an 8-page Rioja branded supplement listing all participating gastro pubs as well as significant Rioja branding and editorial.

The campaign featured in The Times and The Sunday Times for fourteen consecutive days receiving a front page puff on two occasions. The gastro pub listing and Rioja branding was also featured at timesonline.co.uk and closeronline.co.uk

We exceeded the campaign expectations of Wines from Rioja in terms of media value and, in addition to delivering a valuable sampling campaign to a new audience, we increased sell through in the trade of new wines from Rioja.

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