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 Pepperjack was present at a key wine and steak consumption occasion.

As a result Pepperjack's share of the total red wine market increased 100% year on year and sold an extra 18,000 bottles of Pepperjack during this period.

Introduction