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

NDP proposes crackdown on food, beverage ads aimed at kids

Children watch more than 20,000 TV ads a year, more than half are for food products

BMO looks to humanize online investing in new campaign

First effort from KBS highlights the bank's AdviceDirect investing tool

Omnicom Group takes full control of Critical Mass

New York-based holding company buys Critical Mass's remaining stock

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

TransCanada cuts ties with PR firm over campaign concerns

Leaked documents recommend using third parties to attack the pipeline's opponents

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era