McWilliam’s Wines x Heston

McWilliam’s Christmas Promotion

BBQ like Heston

In the cluttered retail period of Christmas we developed a shopper lead campaign to separate McWilliams from their competitors. Increasing sales and brand share were a must, as well as engaging consumers inner ‘Heston’ . But, there were also over 300 independent retailers we needed to get on board with the promotion.

Our shopper strategy was to hero the BBQ, the McWilliams wines and the entertaining occasion that everyone wants to enjoy over the Christmas/Summer period. The Heston brand although a huge benefit and drawcard was deliberately pushed further down the communication hierarchy.

With a younger shopper as our target, the POS design utilised timber benches as a base to showcase the versatility of the BBQ, and the fact it can be used anywhere. Making it the perfect addition to our targets smaller living environment.

Heston, apparently loved the creative and asked for copies of the POS.

Er… thanks Heston.

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