Case Study: Spring Wine Celebrations

Major Wine Brand Wins Spring Celebrations Through In-Recipe Advertising

No celebration is complete without a few bottles of vino. This popular wine brand partnered with Chicory to reach wine lovers as planning their Easter celebrations.

12.4x

ROAS

85%

Achieved ATC Rate

2.4%

Sales Lift

Challenge

Warm weather calls for celebration, and no celebration is complete without a few bottles of vino. With the first big holiday of the spring season approaching, this popular wine brand teamed up with Chicory to reach wine lovers as they browsed through recipes for the perfect deviled eggs, honey-glazed hams, and spritz cocktails for their Easter celebrations. 

Strategy

Chicory Premium in-line units 1:1 targeted prosecco in recipes for spritz cocktails while premium pairing units targeted recipes for Easter entertaining, light spring eats, and elevated apps & hors d’oeuvres offering the perfect wine pairing for each dish.

Copy on all Premium advertisements discussed the flavor notes of each wine, allowing the consumer to make an informed decision before adding the perfect wine to their cart.

When clicked, Premium ads units drove shoppers to one of two places – direct to a product description page on the website of a well-known alcohol delivery service or to the retailer selection page of a popular grocery delivery service where shoppers could choose their preferred retailer to purchase the wine from. 

Results

This campaign boasted exceptional results with a return on ad spend of $12.40 to every dollar spent. Overall, this major wine brand saw an overall OSB rate of 85% which led to an overall sales lift of 2.4%.