Stellenbosch Wine Routes

In the run-up to the 2019 festive season, Feed That Bird Communication Consultants was tasked with the rollout of a ‘sober driving’ campaign, rewarding the designated drivers who can never share in the fun of wine tasting while wine farm hopping in Stellenbosch. The campaign was called #SoberStellies.

Client: Stellenbosch Wine Routes
Services: Content development, strategy, social media


In an incredibly short lead time, Feed That Bird conceptualised a roll-out strategy for the inaugural #SoberStellies campaign, incorporating media partnerships, social media campaign and influencer pledges.


To generate the maximum exposure the campaign focused on social and digital media platforms. Feed That Bird compiled a press release, identified ten influencers and shared creative collateral with the relevant tourism, travel and lifestyle media. This included social media scripts, #SoberStellies button badges for the designated drivers to wear, and social media avatars that the public and media could share on their social media profiles to show support for the initiative. By rewarding designated drivers, Stellenbosch Wine Routes hoped to inspire responsible drinking behaviour amongst wine lovers. In December and January, designated drivers who have taken the #SoberStellies pledge and shared images of them wearing the badges on social media, received rewards from the Stellenbosch Wine Routes community. All participating wineries also rewarded designated drivers with a free refreshment at the respective properties.


A total of 1 132 000 people were reached via social media platforms from 12-26 December 2019: That’s 80 857 individuals per day over a 14-day period.