Brief

In 2011, we were tasked to create a trade-driving mailout for the Tesco ‘Wine by the case’ team. Aimed at discerning wine buyers who buy 6 to 12 bottles at a time, we sought to engage and upsell based on different customer groups, identified by their shopping behaviour.

Strategy

Working closely with the Tesco team and their Master of Wine, we created a seasonally led magazine filled with insightful editorial and beautiful imagery. It became a vital part of the Tesco relationship with their Wine Community – a highly engaged group interacting online and at live events – and our print assets were re-used both on the website and across social media. Next we rolled out an interactive and fully shoppable tablet app, building our magazine content to include videos, food matches and more. Available to anyone on iTunes or Google Play, it put one-tap buying within reach of a whole new customer base. Finally, when Tesco wanted to access those shoppers buying individual bottles rather than full cases, we created and trialled What To Drink Now, a one-off lifestyle magazine with easy, affordable wine at its heart.

Results

In 2014, we became the UK’s most widely circulated wine magazine according to Tesco data. It is this success that has nurtured our long-standing relationship with Tesco Wine, allowing us to partner with them on multiple projects over the years including Tesco Wine Finder