Bray Leino & Speed Communications bring i heart WINES to life for a ‘Summer of Love’
i heart WINES – one of the UK’s fastest growing wine brands – ran its first TV ad campaign this summer. MISSION Agencies, Bray Leino and Speed Communications, ‘coupled up’ to make the most of the opportunity, achieving maximum awareness within its key target audience through a prime-time TV slot supported by a celebrity PR and influencer campaign.
The campaign drew inspiration from i heart WINES’ social platforms, where the company successfully connects with its audience through posts which embody the brand’s fun, bubbly identity. Bray Leino brought this to life with a brand-boosting 30 second creative and secured a sought-after opportunity around the biggest TV event of the summer – ITV’s Love Island.
Running alongside Channel 4’s Celebs Go Dating, the advert featured a female voiceover who lists the things she ‘hearts’ as the visuals scroll, from carbs to oversharing, pizzas and parties. Last on her list, ‘keeping it simple’ ties up the ad and brand message for a clean, crisp finish.
The results speak for themselves, with a total of 24 million views over the course of campaign, and a quarter of all women aged 25-34 – i heart Wines’ target demographic – seeing the ad on TV.
Working in collaboration with Speed, the PR activation included influencer engagement to further bolster i heart Wines’ presence and personality amongst its core audience group. Synergies were further developed through celebrity partnerships, including Celebs Go Dating star, Olivia Attwood – reinforcing the brand affiliation and TV ad placement with high profile media coverage.
Lucy Auld, i heart WINES’ Head of Marketing, said: “This is the brand's first TV campaign, so it was really important that we got it right. Bray Leino did a great job of understanding the nuances of our brand and audience and were able to translate this into an effective media plan that put us right in the heart of the top-rated TV programmes this summer. The fact that they delivered the media and creative to such a tight deadline is testament to our relationship. It was a real collaborative effort—we couldn’t be happier.”
Kate Cox, Bray Leino CEO, commenting on the collaboration: “This is a great example of cross-Agency collaboration, with Media, Creative, Production and PR teams working quickly in sync to turn around and amplify a brand-boosting TV debut.”