The Challenge
Treasury Wine Estates briefed us to create a UK/Australian toolkit campaign for food retailers that would highlight the ‘big’ flavours within the Rosemount range and drive wine sales from Monday to Thursday.

The Insight
Consumers who enjoy wine with their meals often lack the confidence to choose the right wine to pair with food, particularly during midweek when purchasing is more routine and less considered.

The Idea
Position Rosemount as the easy, go-to choice for midweek meals by helping consumers confidently pair the right wine with the right food.

Execution
A retail toolkit designed for use across UK and Australian food retailers, centred around the bold flavour profiles of the Rosemount range.

Clear, accessible guidance was provided to help consumers match wines to everyday meals, supported by on-pack menu ideas that made pairing simple and relevant to what they were already cooking at home.

The campaign focused on simplifying choice at the point of purchase, making it easier for non-connoisseurs to engage with the category and feel confident selecting a wine midweek.

Result
Increased likelihood of midweek purchase (Mon–Thurs)

Encouraged repeat purchase by building confidence in wine selection

Drove increased overall weekly wine spend