Total Wine & More Seasonal Campaigns
THE CREATIVE
From 2019 to 2021, I was responsible for copy on several of these season shifts. For some, I was on a writing team of one and for others I collaborated with a senior copywriter as a team of two. Each seasonal campaign was written to make customers feel the excitement of a new season and want to pick up a bottle, a can, or cocktail ingredients to match. We motivated NPR podcast listeners to be ready to jump right into spring in a spot with the bright, clear energy that comes when winter weather melts away. In these summer sale ads spanning in-store signage, print, and email, we leaned on our real in-house buying team, not models, to show off how the experts behind our Yellow Tag specials hand-picked these specific wines to not just make your day, but your whole summer.
RESULTS
We not only got more customers into the store each season, but also positioned our brand as the friendly neighborhood experts who can lead you to the pour you’ll be telling your friends about all season long.
THE ASK
Odds are, what’s in your glass changes with the seasons. In summer you’re likely to find people pouring a chilled white wine fresh out of the fridge or serving up a spritz with extra ice. In winter, full-bodied reds take center stage. That’s why with each change in the weather, Total Wine & More picks new bottles to spotlight and new sale items so customers feel inspired to stop in and change up their selection to match the mood.
