Jackson Triggs brings great wine to life in a 60-second cinema spot and print campaign.
The “Bring on the Night” theatre ad marks the first time the winery has moved beyond a traditional print buy, giving the winery more bang for its buck and the ability to target a younger audience, said Casey Howe, marketing manager, Jackson Triggs.
“We decided to do a cinema spot because it’s a captive audience with not a lot of other noise from the competition in that area,” added Howe.
The spot, developed by BOS in Toronto, shows the starkness of the day turning into the beauty of the night, and demonstrates how Jackson Triggs fits that moment. The ad ends with the tag line, “Where great wine comes to life.”
“We wanted to…portray the brand in terms of how we bring great wine to life and how Jackson Triggs fits their every mood or occasion,” said Howe.
The cinema spot is running in conjunction with two full-page colour ads in the Vancouver Sun, Toronto Star, Globe and Mail and Metro.
Each ads focus on the quality for value message, said Howe, and uses the headlines: “You’d expect wines this highly awarded to be pricey, yet another expectation we’re pleased to exceed,” and “Wines that start with robust awards and finish with subtle notes of I-can’t-believe-the-price.”
The winery will launch two additional 30-second commercials early next year. BOS also handled the buy.
The commercial, along with information about its Niagara and Okanagan estates is available at JacksonTriggsWinery.com.
