Educate
Built trade and consumer understanding of Rioja's craft, tradition, quality and value through content, events and a dedicated trade website.
1000 YEARS OF TRADITION
Rioja Wines
True Rioja.
Rioja Wines of Spain wanted to grow North American shelf space and turn casual wine enthusiasts into genuine advocates for the region's craft, tradition, quality and value.
Overview
The brief, in full.
The strategy ran on three pillars — EDUCATE, CULTIVATE, PERSONIFY — to build knowledge, nurture affinity and give Rioja a human face.
I led new branding, point of sale, a trade website, television, social, media relations, trade events and marketing automation.
Rioja also became a destination on "The Bachelorette", with episodes filmed across the region.
The Challenge
What needed to change.
Shift North American audiences from recognizing the label to championing the region, winning shelf space and trade attention along the way.
The Approach
How the work moved.
Cultivate
Nurtured affinity with POS, television, social, media relations and marketing automation that turned interest into advocacy.
Personify
Gave the region a human, ownable identity through branding that made Rioja feel like a place and a point of view.
Outcome
The result.
The work drove an exponential increase in coverage and awareness across the U.S. and Canada, lifted sales and trade-outlet awareness, and grew Rioja's social content, with the region featured as The Bachelorette 2018 destination.
Creative DirectionConceptualizationStrategyCopywritingBranding
Selected Work SAMPLES
Project gallery.
