BACKGROUND

In our 7th year of the Selaks Roast Day campaign, we wanted to step things up a bit and really increase consumer engagement.

THE STRATEGY

We recruited Facebook fans to become wine tasters, with 20 lucky people receiving a wine blending kit. Their feedback led to a new wine - Prime Red, which we designed and can be found in supermarkets for a limited time. We also managed the social, digital and ATL advertising. Social media experienced exceptional engagement with this campaign and the wine is a commercial success.