Rutherford Hill Winery is one of the jewels of the Terlato portfolio, with an iconic Napa property, and a reputation as a pioneering producer of California Merlot. Merlot as a varietal has taken some flack in recent years, but they wanted to double down on their Merlot roots and Merlot pride, with a multi-faceted campaign timed to coincide with Merlot month in October.
We concepted and developed the “True Napa Merlot” campaign, rooted in the brand’s history and people. The campaign was anchored by a series of videos shot on-site, featuring the real people involved in producing the wine—many of whom have been with the brand for decades or even generations.
We extended the campaign across print, point-of-sale, and social/digital channels, including developing unique swag items, events, and themed giveaways. The campaign not only generated consumer buzz, but helped reinvigorate the trade channels ahead of a new product launch.