To reassert our leadership in the market, we literally filled up the wine section at retailers—it was wall-to-wall Wallaroo!
We developed a powerful promotion with Peter MacLeod and a massive multiplatform shopper marketing campaign was rolled out during the holiday period—perfect timing to generate a buzz. Peter MacLeod’s fun and clever personality was a perfect match for the brand’s own attributes.
At the heart of the campaign was a unique contest, “MacLeod emballe tes fêtes” (MacLeod wraps up your holidays). We invited people to text RIRE (laugh) to a number and in return, they received a joke from Peter and were invited to fill out a contest entry form. At the end of the campaign, 10 winners were given the opportunity to attend an intimate virtual show by the comedian—a highly valued prize during a pandemic that saw all theatres closed.
The campaign ran from November 2 to December 31, 2020, in grocery stores (all banners) and Couche-Tard and Provisoir convenience stores. Video clips and animated visuals were also shared on social media, generating more than a million impressions.