Casella Family Brands, an Australian wine producer, launched their premium wine brand PepperBox in the UK, achieving +43% year-on-year growth in value* and securing listings in top retailers: Waitrose, Sainsbury’s, and Tesco.
After Brightful’s NPD launch for PepperBox in 2022, Casella Family Brands challenged us to amplify the brand further. Recognising the power of social media, they dared us to run an Influencer marketing campaign on Instagram to boost organic awareness, engagement, and reach.
They wanted to ’Celebrate the Summer with PepperBox Wines’ by highlighting their new Shiraz, Rosé, and Chardonnay as the ultimate companions for summer moments. So we paired these wines with the perfect influencers, recipes, and locations to show how PepperBox is ’The Perfect Partner for Great Food’. Influencers shared their own ’Daring Dishes’, explaining why their recipe was ideal for enhancing great food and memorable occasions.
Their recipes included crispy sushi, monkfish with truffle honey, charred peach salad, and olive oil-infused chocolate mousse, which inspired consumers to recreate their own Daring Dishes at home. The campaign achieved an organic reach of 100k consumers, reinforcing PepperBox as the perfect partner for great food and exceptional experiences.
*Nielsen total off trade MAT to July 2024 Report
Consumer: Bronze