Feed That Bird conceptualised an intense four-month campaign, called #KWVBrandyReimagined, aimed at the places where KWV Brandy needed a presence most: in bars and restaurants.
The campaign involved SA’s top bartenders, creative chefs and SA’s most respected sommeliers, multiple events (one in Cape Town, one in Johannesburg and a massive finale in Paarl), and rich content development and was the first campaign of this magnitude for KWV Brandy. Over a period of four months, this campaign resulted in a multi-million PR value invaluable endorsements from key players in the trade.
Result: Massive brand goodwill and a multi-million PR return on investment
The brand received an overwhelming positive response from all sectors targeted, with bartenders indicating that the campaign changed their perceptions about the brand. Sommeliers indicated they would include KWV Brandy as a food partner at their establishments, the public had a passionate response, and the brand benefited from an organic influencer response and massive brand goodwill.
Contestants and judges were some of the biggest drivers between events on social media platforms. They conversed with each other, and the public joined in, sharing in the excitement in the lead-up to each event.
Through a strong media partnership with Sunday Times and sister publications, the campaign enjoyed national coverage. Media liaison and a dynamic content generation campaign resulted in digital and print coverage resulting in PR value more than five times than the initial investment.