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

The PR Department names Debora Marques partner

PR vet has helped oversee successful initiatives for the Maille mustard brand

Klick puts a different spin on the ALS Ice Bucket Challenge

Employees will be dumped with a substance of their choosing for #WhatsInYourBucket

Philly transforms the everyday in new campaign

Effort from Leo Burnett is the brand's first under the new Kraft Heinz Co. banner

DECK picks up two clients and undergoes a rebrand

Toronto agency updates its look to better align with its list of high-end clients

Suicide Squad thanks Toronto with pop-up fan experience

City-exclusive marketing activation included an appearance by two of the movie's stars

38% of Canadians are aware of online AdChoices program

Awareness level 'respectable' given program's newness says DAAC study

Alain Tadros leaves Publicis for Metro

President of the Montreal office heads client side for the first time in his career

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

Kit and Ace’s summer of ‘Eh’

Retailer brings a taste of Canadiana to U.S. pop-up showroom