In the context of the pandemic, how to make 4 flagship appellations of the Loire Valley (Crémant de Loire, Touraine Sauvignon Blanc, Rosé and Muscadet) emerge as trendy and accessible wines for the British market?
That’s the bet Sopexa made, by imagining new ways of connecting Vins du Val de Loire with their audience around a simple but also very strong concept: the bucket list, COVID compatible.
Relaxed and lifestyle, the bucket list Vins du Val de Loire take place in the form of various experiences to live through London, adjusted to respect the health context. This 3-year campaign answer to the British public’s needs. The bucket list is a list of “wishes”, it can contain experiences to try daily or more audacious wishes. In everyday life, the bucket list express herself by the constant search of new restaurants, or new activities to discover. British people are particularly calling for cooking, travel, lifestyle and wine thematic which will be found in the campaign.
“Bucket List” experiences
The kick-off of this campaign was given on an event which was exclusively online, and gathered journalists and consumers around a delicious wine tasting and a delightful floral workshop.
The campaign continued with 4 itineraries to follow to live different experiences “bucket list” with the wines of Val de Loire, through an exceptional network of restaurants, cellarman and wine’s bar.
There was also an emblematic van Piaggio which travelled around the british capital with on its board, a sommelier impacted by the crisis (activity’s lost or short-time working). Every weekend, the Piaggio was meeting people in typical London’s district such as Shoreditch, Camden, Southbank and Newington Green to make them discover the 4 wines appellations. In this colored and relaxed environment, the public welcomed with enthusiasm the experiences and oenological discoveries.
Wine tasting could also happen to be close to their home, they just needed to book a time slot on the website https://www.loirebucketlist.com/, to find the Piaggio on their front door and be familiarized with wines of Val de Loire with a sommelier.
On the digital side
4 influencers in wines and lifestyle (@thelondonwinegirl, @thekatiepix, @clerkenwellboyec1, @katesnooks) made their communities discover the products, reuniting almost 350 000 followers. Sponsored posts were also here to nourish the campaign on Facebook and Instagram.
+ 700 000
on social media
increase of visitors on the website