Wine Country Ontario is on the move with sampling program

Forget food trucks—Wine Country Ontario has wine on wheels

Wine Country Ontario has launched a mobile wine-sampling tour called “Dare to Compare,” showcasing Ontario VQA wines.

The 16-week tour will make weekly stops in various cities across the province including Toronto, Oakville, Hamilton, Ottawa, London, Kitchener-Waterloo, Guelph and Barrie. Each weekend, a retrofitted truck will set up shop at local festivals and events, but also making unexpected stops along the way.

“People can’t always get to wine country, so we’re taking wine country to the people,” said Hillary Dawson, president of the Wine Council of Ontario, which runs the consumer-facing Wine Country Ontario brand. “People seem to really welcome the surprise and excitement of [the food-truck] format, and we think it lends itself well to sampling our wines with the consumer.”

As for the campaign name, Dawson said: “We want to dare [consumers] to compare the wine to what they’re drinking now and dare them try something they haven’t before.”

The campaign will be promoted via social media on Wine Country Ontario’s Facebook page and Twitter feed. Consumers are also encouraged to follow the truck using the hashtag #followthetruck or by visiting the website.

Advertising Articles

ZAK rounds out hiring spree with three more additions

Gail Pak, Alicia Brown and Samantha Angu join the Toronto agency

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

Ads You Must See: Leo Burnett PSA takes your breath away

Leo Burnett Change tries to save a life, British Red Cross gets lost in baby bling

Havas goes on a hiring spree

Agency adds eight team members across its Montreal and Toronto offices

On The Move: changes at Naked Creative, Manifest, Télé-Québec

A weekly recap of who's headed where in Canadian marketing and communications

BBDO taps Timothy Welsh to lead post-production operation

Agency expands Ricochet to meet rising demand for video content

TDA Global Cycling hires its first public relations firm

ClutchPR tasked with developing an international communications strategy

PUDO picks up an AOR

Kaiser Lachance to manage media relations around the company's Canadian launch