Who: Arterra Wines Canada (Jackson-Triggs brand) with Bensimon Byrne for creative, and PHD Canada for media.
What: “Everyday Legendary,” a campaign born out of the insight that in the post-pandemic era, every moment spent together with family and friends is an occasion worth celebrating. It’s a master brand campaign, although the creative primarily references its “Proprietors’ Selection” wines, which represent the largest part of its portfolio. It also includes nods to its Reserve VQA tier of wines.
When & Where: The campaign launched late last month, running through Dec. 12 across TV, digital video and social (including Facebook, Instagram and Pinterest). It’s a significant campaign that is expected to reach an estimated 87% of Canadian drinkers, said Emmanuelle Voirin, marketing director, core brands, at Arterra.
Why: Jackson-Triggs is the biggest brand within the Arterra portfolio (which also includes Inniskillin, Bodacious Wines, Sandbanks Winery and Kim Crawford), and has amassed a loyal customer base of wine enthusiasts comprised largely of what Voirin describes as mainstream Canadians 45 and older.
The company has traditionally directed much of its marketing-communications to those “wine lovers,” but the goal with this campaign is to attract younger drinkers 25+ who are just beginning to explore the category and might not be as familiar with the Jackson-Triggs brand. “The objective is to get these younger consumers to discover Jackson-Triggs, get them intrigued to try the wine for themselves, and fall in love with the brand,” said Voirin.
How: The creative is designed to reflect the role that Jackson-Triggs can play in elevating and celebrating everyday moments. The 30-second anchor spot follows a modern couple and their friends revelling in the everyday, enjoying what Voirin calls “small joys”—like popping bubble wrap, pizza with pineapple, gardening that yields magnificent eggplants, and unplanned get-togethers. A series of cutdowns portray individual moments within the anchor spot.
“We want to help people embrace the joys that are hidden in the everyday,” said Voirin. “We’ve always been a brand that is welcoming, approachable and there to make everyday moments special. We make wines to celebrate these moments, and that’s the core of the strategy.”
The spot also features an ethnically diverse cast, reflecting Jackson-Triggs’ ongoing efforts to make wine more accessible and welcoming to diverse communities, which it said have been historically underserved and underrepresented.
And we quote: “We see the creative as a perfect expression of who we are as a brand. It’s not about waiting for special occasions, it’s recognizing the opportunities to make these moments special. We’re a brand for all Canadians: We’re approachable, optimistic and human.”