Ohio Wines

Raising Perceptions – And Sales

THE CHALLENGE

Ohio Grape Industries Committee (OGIC) – part of the Ohio Department of Agriculture – develops marketing to expand opportunities for Ohio-grown grapes and grape products. Research showed the public perceived Ohio wines as mostly sweet, cheap and unsophisticated. They selected R/P to develop a TV campaign to elevate an image of quality and prompt wine drinkers to visit Ohio wineries and buy more Ohio wines.

R/P’S RESPONSE

We created two 30-second TV spots that show wine drinkers at a restaurant and wine shop choosing an Ohio wine over popular varietals from California and Australia. The stories play against a soundtrack of the ‘80s hit song “Tempted” by Squeeze. The spots were so well received, the campaign was extended to include a third spot with a holiday theme.

THE RESULTS

During the summer the TV campaign launched, visits to Ohio wineries and the OGIC website increased significantly. Wineries raised their production by 75 percent over the previous year to meet demand. Post-campaign research showed that purchases of Ohio wines quadrupled at wine shops and more than doubled at restaurants and beverage stores.



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