Franzia

The Challenge

Maintain Franzia’s strong position with millennial consumers by introducing its new “Thank You for Being a Franz” marketing campaign via momentum-building integrated communications strategy tied to release of new formats.

THE APPROACH

Double Forte was tasked with developing a multi-pronged media strategy targeting multiple priority audiences. We kicked off phase one with coordination of an exclusive interview for the CMO with a highly coveted top tier wine trade in advance of the campaign launch. Next, we offered a tip of the hat to advertising creative with trades prior to the national release. An integrated pitch campaign matched timing of their release of Mini Tetras, as we executed vertical pitches to national lifestyle media. With incredible media interest established, we managed all interview and sample requests and monitored resulting media coverage sharing top hits for social amplification.

THE RESULTS

Total Impressions: 265,763,269

Total Articles: 192 Trade, lifestyle and business outlets globally including People, PopSugar, Elite Daily, Bustle, delish, iHeartRadio and others

OUR WORK

Rigoni di Asiago

Clover Sonoma

Franzia

Benziger Family Winery

Leafworks

Priest Ranch

ESA