…and just like that,
In the summer of 2022, we were approached by Invivo Wines, one of New Zealand’s leading producers — who have won over 250 medals and many trophies since they launched in 2008, with operations in New Zealand, Australia, Italy, France and Ireland — to help them with marketing their wine collaboration with Sarah Jessica Parker.
SALUK & CO. developed a media plan to showcase the brand and product in various markets where Invivo X, SJP Wines has strong distribution. There, we identified high-impact Out of Home placements including billboards, buses, and posters to reach customers, buyers, and decision-makers and feature the lovely Sarah Jessica Parker on the placements.
We layered those with a YouTube placement, targeted to fans of Sex and the City, Wine drinkers, and other demographic and behavioral targets.
WE’RE IN THE WINE GAME
KROGER GUERRILLA ADVERTISING PROGRAM
In advance of a big meeting at Kroger, Invivo Wines asked us to come up with an engaging way to introduce the brand to the buyers and leadership at Kroger. We identified several out of home placements near the Kroger HQ in Cincinnati, including the Kroger parking lot.
We put the brand in those positions, and the sales team shot videos next to them and made them a part of the sales presentation.
The results? Kroger bought in. The placements and videos accelerated the intro of the meeting and the buyers were already aware of the brand and what it represented.
We mirrored this approach with other stores like Ralph’s and Costco.
INVIVO AIR
In addition to the media placements and creative design, we were asked to collaborate on one of the most ambitious projects any of our clients have ever taken on. In early 2023, Invivo Wines launched INVIVO AIR. The world’s first ever winery airline. The maiden flights took passengers on flights across New Zealand to various wineries, with tastings on-board.
SALUK & CO. was asked to design several pieces for the project, including the menus, signage, and other materials. The results for the brand were fantastic, with over 24M earned media impressions, including media placements in CNN, Conde Nast Traveler, Food and Wine, Wine Spectator, and countless others.
