Laithwaite's Wine Appeals to a New Audience in First Campaign Since Appointing RAPP UK

Oct. 28, 2020

Laithwaite’s Wine, the UK’s number one online wine retailer, is taking the stuffiness out of being a wine lover in a humorous new television campaign. The four spots all play on the idea of customers pretending to walk downstairs to an imaginary wine cellar and confidently back up with a bottle from Laithwaite’s.

Created by RAPP UK, ‘Get that wine cellar feeling’ is the first campaign since Laithwaite's appointed the agency to its advertising account in August, following a competitive pitch.

The strategy is built on the insight that there’s been a big shift in the demographic buying wine online, accelerated due to lockdown. Previously customers tended to be affluent males aged 45 and up, but in the past year Laithwaite’s has been capturing a more younger and more female audience, purchasing both individual bottles and by the case.

The campaign features four films – three versions of the ‘wine cellar’ scenario played out in different domestic settings and a fourth montage film. One sees three female friends enjoying a glass of wine around the kitchen counter, reflecting the gender shift. Another features a younger couple relaxing on the sofa. All the films end with the line ‘Get that wine cellar feeling with Laithwaite’s’.

Written and directed by Matt Seccombe and Matt Mitchell, the ad breaks on national television on 22nd October and will be supported by social, digital and print channels. 

Al Mackie, Chief Creative Officer at RAPP UK, said: 

“The staff at Laithwaite’s are incredibly knowledgeable about wine and as a business they have a strong track record with response-based advertising. But it was great to see how open the team was to our idea of a more brand focused campaign rooted in humour, to help build an emotional connection with audiences who are often ignored by this sector.”

 

Philippa Strub, Managing Director at Laithwaite's Wine, said: 

“We're really excited to see this campaign go live. The idea had us laughing from the start and chimes with our belief that wine is all about bringing people together and lends fun and inspiration to everyday life. We're confident the humour will help us stand out from the crowd and build a brand connection with the many younger customers who have been buying wine online in recent months.”