Pepperjack: Battle of the Steaks

Pepperjack, an Australian red wine brand from Treasury Wine Estates with a boutique brand positioning, needed to build customer support amongst pubs and restaurants to maintain its growth without being overtly commercial or damaging its credibility.

Pepperjack: Treasury Wine Estates

Mediacom

This paper won the Beverages category at the MFA (Media Federation of Australia) Awards 2011.

Executive Summary

We linked a consumer-centric local community cultural insight with mobile technology to connect our brand with consumers and their dining experience and mobilise support for on-premise trade customers.

We used various mobile formats online and offline with multiple touch points to promote a 'Battle of the Steaks' message to consumers.

Central to the campaign was our Battle of the Steaks mobile site. This site created engagement with a heavy focus on interactive enabling voting and more importantly ensuring...

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