Our dynamic brand marketing team was proud to be a winner at the recent Public Relations Consultants Association Awards for Excellence in PR on behalf of SuperValu’s Whispering Angel Valentine’s Day campaign. Over the past year we have engaged in some fantastic work for leading client SuperValu and we are delighted to give some insight into how this award-winning campaign came to fruition.
We are delighted to have been awarded the @PRCA_Ireland award for best Consumer PR Campaign €20k or under with @SuperValuIRL for our Whispering Angel Valentine’s Day campaign! 🍷🎉 #PRAwards2020 pic.twitter.com/9oiCZhneKn
— FleishmanHillardIE (@fleishmanIE) June 19, 2020
As Ireland’s leading grocery retailer, SuperValu regularly runs 48-hour deals across a range of products. Rarely however, would a globally recognized rosé wine brand like Whispering Angel be available as part of such a deal with a staggering 50% price reduction. SuperValu and our team were keen to tease this out by creating an integrated, 360-degree campaign including a strong social influencer, media partnership and earned media coverage positioning SuperValu as a leader in exclusive, current, great value deals
Our team came together to research and brainstorm ideas on how to ‘tease’ out the high quality, value offer without immediately announcing it. We wanted to stay true to SuperValu’s messaging as well as keeping the products and materials used in line with the premium feel of Whispering Angel. We investigated current global chatter on social media around Whispering Angel. This sought after wine is extremely popular amongst the social media influencers of the world who hold great power in their brand alignment. We then brought this back to thinking on a more local level – how this could work in favour of SuperValu?
From the outset it was clear we should collaborate with a social influencer as one of the key PR elements. We knew we needed to work with a social influencer who encompassed several elements to their profile. They must have a strong, female led following, consistent female led engagement in the 25-35 years age group and of course be someone who has previously been known to enjoy rosé wine to ensure authenticity!
After discussing a few potential options, we quickly came to the conclusion that Jodie Wood met all our criteria outlined and as a Whispering Angel drinker, was easily able to create engaging, authentic content that fit the bill perfectly. A former model turned beauty editor and influencer, Jodie Wood keeps her 48,000+ followers entertained with content ranging from fashion to travel and lifestyle. Jodie’s followers were engaged with the collaboration from the outset as it was credible to her tone of voice.
In choosing a media partner to amplify the campaign we again looked for a publication that’s primary audience aligned with our target audience. We wanted to reach a wide variety of consumers located across the country and found that www.evoke.ie had the right audience who regularly consumed content of this nature and its schedule of news and articles made it possible to tease the announcement in line with their usual flow of publishing.
For media and influencers we build intrigue by creating a two-part media drop sent one day after the next to create an element of anticipation. The first hinted at the product with ‘angel’ wings and a media note encouraging guesses to be shared on social, tagging SuperValu, driving engagement and potential new followers on owned social channels. The second media drop revealed the product itself with imagery and aligned language on the media note accompanied by a bottle of the coveted Whispering Angel rosé, presented in premium gift packaging with a touch of pink throughout.
From both a reputational and sales perspective the campaign was an outstanding success reaching over 1,520,000 people across Facebook, Twitter and Instagram throughout its weeklong duration. SuperValu saw 1,943 searches for Whispering Angel on their website during the 48-hour period of the exclusive deal and the day before Valentine’s Day, February 13th Whispering Angel entered the Irish Trends on Twitter. Editorial media coverage was achieved in 11 national publications including Irish Tatler, RSVP, her.ie, and Food & Wine, given the considerable restraints due to the teaser element and the very short time period this was outstanding.
All in all a great result that we will be doing much more than whispering about!
By: Megan Grennan
Senior Client Executive, Brand Marketing Team