Laithwaites: Wine Cellar Feeling

Laithwaites, a wine retailer, increased brand awareness in the UK with a humorous campaign that tackled wine snobbery.

Campaign details

Agency: RAPPClient: LaithwaitesCampaign Name: Wine Cellar Feeling

Laithwaites is the UK's biggest direct-to-consumer wine retailer, with a distinctly middle-class, middle-England and middle-aged customer base.

It needed a new audience – so how could it move from red-chino wearers to Instagrammers obsessed with rosé o'clock?

Strategy

When the nation was forced into lockdown, we were forced to buy our booze in different ways. Suddenly, home delivery of wine wasn't just for middle-Englanders, it became a way of life for a younger, more urban audience.

Laithwaites spotted early on that its audience was changing and...

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