Woodbridge Wine by Robert Mondavi and Pepsico’s Miss Vickie’s PotatoChips have partnered on a national campaign aimed at couples that enjoy a night in cozied up on the couch with their favourite television show.
The multiplatform effort includes a Facebook campaign and contest that will run in April, sampling at wine and food shows, in-store collateral and television commercials on W Network that end with the tagline: “Unwind together.” The spots run until the end of August.
In a release, Susan Irving, director of marketing at Pepsico Canada, said, “there are certain rituals couples have when relaxing together at home – everyone can relate to those moments as you leave the stress of the day behind and sink into the sofa with a lineup of television shows, a great glass of wine, and some kettle cooked chips.”
Capital C developed the television creative, Mark IV created the in-store elements, OMD handled the media buy, while Narrative PR executed the public relations campaign.
This isn’t the first time the kettle cooked potato chip brand has worked with a wine label. In 2012, in celebration of its 25th anniversary, Miss Vickie’s partnered with Rosemount Estates, pairing a number of chip flavours with different blends of wine.