For over 45 years Bray Leino has helped B2C and B2B Clients grow with our ever expanding communications businesses, operating nationally and internationally with offices in Devon, Bristol, London, North America and Asia.
This promoted content is produced by a publishing partner of Open Mic. A paid-for membership product for partners of The Drum to self-publish their news, opinions and insights on thedrum.com - Find out more
Keeping it simple for i heart WINES' TV debut
18 June 2019 10:32am
i heart WINES is on a mission to demystify wine. One of the UK’s fastest growing wine brands, it has a loyal, engaged fan base but, with brand awareness low, i heart WINES needed to go big to take its message to the masses.
Keen to reach fun-loving women aged 25-54, we secured a prime target opportunity around the biggest TV event of the summer—ITV’s Love Island, and, in a feat of Agency-Client synchronicity, turned around a brand-boosting 30 second TV ad, completely shot and produced in house, in a matter of days!
i heart WINES’ brand identity thrives on Instagram, where bold and punchy posts, media partnerships and high-profile influencer collaborations like Olivia Attwood and Vicky Pattison resonate with consumers.
If we could bottle the Insta brand, it would be a full-bodied, fruity fizz. This is the identity we wanted to bring to life for i heart WINES’ TV debut, while making maximum use of the brilliant brand name.
From carbs to oversharing, pizzas to parties, a female voiceover lists the things she ‘hearts’ as the visuals scroll, offering snapshots of an i heart WINES drinker’s character. Last on her list, “keeping it simple” ties up the ad and brand message for a clean, crisp finish.
The ad launches in mid-June and is set to run on TV and VOD on ITV’s Love Island, plus across comedy, entertainment, lifestyle and drama VOD on ALL 4 until the end of August.
Lucy Auld, i heart WINES’ head of marketing, said: “This is the brand's first TV campaign, so it was really important we got it right. Bray Leino did a great job of understanding the nuances of our brand and audience, and were able to translate this into an effective media plan that puts us right in the heart of the top rated TV programmes this summer. The fact they delivered the media and creative to such a tight deadline is testament to our relationship, it was a real collaborative effort—we couldn’t be happier.”