Al Brown

We worked with Al Brown, Constellation Brands and Augusto to unveil Al’s first-ever wine range, Tipping Point – a range of local wines that does good and tastes great with each varietal supporting a different not-for-profit organisation in New Zealand.

Launching a wine range into an extremely cluttered market in the middle of New Zealand’s lockdown was no easy feat. The e-commerce platform was launching on a set date which meant no room for delays and the product needed to sell fast to be able to stay on supermarket shelves. We needed to find an innovative way to launch this brand, break through the noise, and sell a lot of wine quickly.

We created hype around launch via a dedicated social media page featuring unique branded content, a targeted wine send out and by securing a slew of media coverage across NZ’s leading online, print and radio publications. In addition to social media activity, sampling and PR coverage, we partnered with Stuff, leveraging their nationwide reach and cross-platform promotional opportunities to launch an online series charting Al Brown’s winemaking journey, alongside some gripping editorial articles that would reveal a side of the Kiwi Chef and entrepreneur that no one had seen before.

This was a truly collaborative project where we were lucky to be involved from the ideation/creation of the episodes and concept, through to the execution of the campaign. We worked closely with all teams to deliver on the different components including PR, social media and a paid media partnership.