Global leader in wine, Treasury Wine Estates, has appointed independent integrated creative agency Red Brick Road on two briefs, after completing separate competitive pitch processes.
Red Brick Road will be responsible for brand awareness and engagement programmes for their 19 Crimes wine brand, and social media content for their Squealing Pig wine brand in EMEA.
For 19 Crimes, Red Brick Road’s remit spans the UK, Ireland, Nordics, Benelux, MEA and Continental Europe. Their first campaign was a Halloween activation called ‘Halloweek’, which encouraged consumers to break convention by celebrating Halloween throughout the week, not just on the 31st of October. At the heart of the campaign Red Brick Road created an immersive experience at Shoreditch Barbers Ruffians to promote the19 Crimes limited-edition glow-in-the-dark Halloween bottles.
In addition to the consumer PR, the activation used influencers and lives on the brand’s social channels which Red Brick Road are also responsible for. Independent agency JAA Media was also appointed by the 19 Crimes brand as part of the same pitch process.
Red Brick Road is working with Squealing Pig to celebrate ‘piggy positivity’ via a culturally relevant social strategy and shine a light on the fun and joyful brand.
On Red Brick Road’s appointment, Matt Hamm, Digital Media Planner and Content Manager, said “We are really impressed by how well Red Brick Road responded to both briefs and their quick understanding of our brands. Their strategic thinking and creativity across channels – especially social, content and PR is really impressive, and we’re excited to continue driving further awareness of our brands with them.”
David Miller, CEO of Red Brick Road, said: “We are thrilled to be working with the team at Treasury Wine Estates on two of their fantastic (and delicious!) wine brands. We’ve set the bar high in terms of creative ambition for both brands and can’t wait to see our work unleashed!”
