Banrock station wines social media content refresh
Adding modernity to a dated wine brand
The Brief
Banrock Station was stuck in the perception hole. It was purchased because it was cheap and cheerful, not because of its superior quality Australian wines, or it’s nature conservation initiatives. The brand direction was a pivot to speak to a modern-day 25-year+ eco-consumer, whilst protecting our core. Time pressure was looming, with a new listing in Tesco on the horizon, I needed to give the brand some TLC and refresh its core digital assets!
The CONCEPT
Banrock Station Wines has the power to influence. Influence a new consumers to a new way to consume wine. This isn‘t just any old bog-standard bottle on the shelf, it’s a brand born in the midst of the Australian wetlands.
Instead of going on the preach about what this means to the world, we want to inspire a drinking occasion, as it if it was coming directly from an influencer’s content feed. From trips to the local produce market, to floral arranging and al-fresco dining, there are forgotten and special moments where picking up a bottle of wine or have a glass with company, can make all the difference.
We tie in nature conservation through set dress - with natural texture, florals, and foliage. By showing Banrock Station as a wine brand that can become an addition to an eco-conscious consumer’s routine, we build relatability, reasons-to-believe and most importantly, reasons to purchase.
The Execution
A selection of lifestyle-first imagery that embodies the day-to-day life of our new modern-day eco-conscious consumer. Wine was still a core focus of these assets, either placed, consumed or held in a way that feels consistent and authentic to the moments we’re celebrating. The look-and-feel of these stills feel more editorial than you’d typically see for wine photography, so that the visual style aligned as closely as possible to the influencers our target consumers follow. These assets were used for paid social media, retailer product listings and print advertising opportunities with Tesco.
The Results
2.7 million impressions
average CTR
1.7%
More Photography
