db Awards winners revealed22nd May, 2013 by Patrick Schmitt
Best Consumer Campaign – Wine
Morrison’s taste test was praised by the judges as a well-executed attempt to simplify the wine selection process without resorting to price promotion.
The new approach attempts to determine shoppers’ preferred wine style with a series of questions about their taste in hot and soft drinks and use of salt.
“It is important and useful for those who are intimidated by the wine aisle,” said one judge, while another added, “It is completely relevant to the issues facing the wine sector.”
Furthermore, those who were disappointed by the selection tool were mostly “wine freaks” according to the judges. The in-store and online marketing was also lauded for its use of a third party – Wine Intelligence – to audit its efficacy. Finally, as one judge remarked, “Anything that takes people away from just what’s on promotion get’s my vote”.