i heart WINES is on a mission to demystify wine, it boasts a loyal and engaged fan base but, with brand awareness low, i heart WINES needed to go big to take its message to the masses.
With the Client keen to reach fun-loving women aged 25-54, Bray Leino secured a prime target opportunity around the biggest TV event of the summer—ITV’s Love Island, and, in a feat of Agency-Client synchronicity, turned around a brand-boosting 30 second TV ad, completely shot and produced in house.
i heart WINES’ brand identity thrives on Instagram, where consumers resonate with their bold and punchy posts, media partnerships and high-profile influencers collaborations like Olivia Attwood and Vicky Pattison. This same identity is what Bray Leino wanted to bring to life for i heart WINES’ TV debut, while making maximum use of the brand name.
From carbs to oversharing, pizzas to parties, a female voiceover lists the things she ‘hearts’ as the visuals scroll, offering snapshots of an i heart WINE drinker’s character. Last on her list, “keeping it simple” ties up the ad and brand message for a clean, crisp finish.
The ad launches in mid-June and is set to run on TV and VOD on ITV’s Love Island, plus across comedy, entertainment, lifestyle and drama VOD on ALL 4 until the end of August.
Lucy Auld, Head of Marketing at i heart WINES, said: “This is the brands first TV campaign, so it was really important we got it right. Bray Leino did a great job of understanding the nuances of our brand and audience, and were able to translate this into an effective media plan that puts us right in the heart of the top rated TV programmes this summer. The fact they delivered the media and creative to such a tight deadline is testament to our relationship, it was a real collaborative effort—we couldn’t be happier.”
