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Tesco teams up with Enotria to launch socially created wine

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By John Glenday, Reporter

June 28, 2013 | 2 min read

Tesco has teamed up with wine importer Enotria, We Are Social (the social media agency )and PR agency Green Row, to produce a new ‘socially created’ wine.

This kicks off with a wine tasting event attended by bloggers, press and Tesco’s social media community at which five sample wines will be dished out, each made with different grapes. The winner of the blind taste test will then be sold in Tesco stores.

Once the grape has been selected a social media campaign will kick into action on 1 July with an app hosted on Tesco’s Facebook page, which will invite suggestions for the wine name and bottle design.

The winner of an online poll will then win a trip to the South African vineyard to see the wine being produced ahead of its sale from October.

Deola Laniyan, account director at We Are Social said: “We’re incredibly excited about this campaign, it’s a social media first - a wine selected by social communities from grape to bottle. Consumers now have an expectation that their voices will be heard, they want to be more involved in the process and this campaign answers that beautifully. It’s great that the Tesco social community will be able to make such a difference to another community.”

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