Nederburg, South Africa’s most awarded wine brand was looking to gain foothold and raise brand awareness in the highly competitive UK wine market.
Faced with strong competition from other well-established wine brands, our strategy was to step away from traditional wine clichés and to connect with our audience through shared values and passions.
The Nederburg #DoYourPart campaign was created with the mission to help mobilise communities in Africa with bicycles. This campaign is not just a communications piece: it is a movement for making a genuine difference in people’s lives.
The campaign was built across multiple touch points to engage both trade partners and UK wine consumers.
We started by developing a UK fundraising platform to give everyone an opportunity to do their part and help mobilise communities in Africa with bicycles. This platform was then supported with a range of activities from a VR bike at trade shows, consumer and trade fundraising kits and a social media strategy.
From September thousands of neck collared Nederburg bottles will be hitting the shelves, giving consumers a chance to win a Cervelo road bike and support the cause with a 5p donation by simply purchasing a bottle of Nederburg.
This campaign has given Nederburg standout in UK’s crowded wine market and provided a worthy cause to engage press, trade partners and consumers.