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Our Work

Capitalising on the summer rosé season – Ultimate Provence

THE CHALLENGE:

We partnered with MDCV to support their brand vision to bring the finest award-winning Provençal wines to the UK market, from their Estates in Provence and help Ultimate Provence build their premium brand image and awareness in a highly saturated market.

Alongside flavour, we identified the need to communicate the brand’s heritage and history, passion for winemaking and their shift towards more organic (and biodynamic) wines as part of an ongoing focus on excellence.

THE SOLUTION:

To capitalise on a key consumption moment for rosé – the summer – we collaborated with six luxury restaurants in London as part of an on-trade activation for the Ultimate Provence summer terrace takeover. This leveraged new listings and drove rate of sale in existing accounts. Aligning with likeminded partners helped cement the brand’s luxury positioning, and the always-on activation approach helped UP become synonymous with rosé.

We curated a list of wine lovers, lifestyle content creators and press to join the brand to celebrate the launch of each partnership and terrace opening, to take Ultimate Provence above and beyond the traditional food and drink space. Their head winemaker was available for comment throughout the evening, and trending DJs and Instagrammable venues gave the perfect setting to allow the rosé speak for itself, encouraging social sharing for mass awareness and appeal. It cemented the brand’s connections with key lifestyle and industry titles like The Guardian, Tatler and Stylist magazine to name but a few.

Key partners include: Henley Hidden Garden, Lilly’s, Jin Bo Law, Brasserie Blanc and Sabine Rooftop.

To continue the authentic press and influencer connections we developed over the summer months and help increase sales of Ultimate Provence all year round, we issued a sustainable mulled rosé mailer to pique their interest during a typically low sales month and take the brand into a new consumption period. The activity delivered a social reach of 1.7m at a time where the brand would have usually had limited social activity and engagement.

Rosé is for life, not just for summer!

THE IMPACT:

We connected the brand with x 27 key tastemakers from titles including The Guardian, Hello! Magazine and Homes and Gardens as well as influencers ranging from wine experts to models and lifestyle content creators. The events delivered a wealth of social content, leading to an uplift in engagement and followers on the brand’s Instagram page as well as Google searches.

Across the key summer months, our partnership in 2023 drove 3 times higher total search interest for Ultimate Provence than in 2021. Additionally, our third on-trade partnership (Henley Hidden Garden) activation led to the brand’s peak week for searches.

On the partnership and campaign, Ultimate Provence said:

“Our shared commitment to excellence, innovative thinking, and passion for the wine industry has not only made our professional interactions highly successful but also enjoyable. The ways in which we navigated challenges and celebrated successes together have left a lasting impression. Your professionalism, expertise, and genuine enthusiasm have been invaluable, contributing significantly to the growth of our Provence wine business in the UK.”

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