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

RBC uses customer home videos for ‘Someday’

15,000 submissions for financial institution's contest and content drive

Ontario nurses take to radio to cheer on care coordinators

New campaign advocates for CCACs and raises awareness for health care workers

Ariad hires two creative leaders

Jason Wren and Trevor Schoenfeld come aboard

Toys R Us celebrates 30 years in Canada with ‘Oath’

An anniversary message from Toronto creative shop Open

WWF says reversing declining fish stocks is easy

Lazy environmentalists celebrated in latest campaign for MSC-approved seafood

Three big obstacles to success for the BlackBerry Passport

Peter Nowak says differentiation is a smart play, but brings its own challenges

Tim Bowen, Tyler Turnbull headed to FCB Canada

Paul Mead retiring after 22 years with the agency

Kiip rolls out video for mobile rewards

Gamers get previews of Walking Dead as part of product roll-out

Perrier launches ‘Inspired by Street Art’ campaign

Street artists’ stories will be the focus of an earned media campaign