Debortoli Wines embarked on a mission to make wine more relevant and accessible in Vietnam. The goal was to challenge existing perceptions of wine as an elitist beverage disconnected from Vietnamese cuisine and to position it as a youthful, engaging option.
Shift the image of wine from being seen as inaccessible and old-fashioned to a drink that pairs beautifully with Vietnamese food.
Create a campaign that resonates with younger consumers and food enthusiasts.
Utilize the slang term “Keng Không,” which mimics the sound of clinking glasses and emphasizes friendship and camaraderie.
The campaign was designed around the concept of “Keng Không,” emphasizing social gatherings and the joy of sharing wine. The term encapsulates the spirit of friendship, making wine a natural companion to communal dining experiences in Vietnam.
We identified and collaborated with six street food cooks across four cities in Vietnam: Hanoi, Hoi An, Saigon, Can Tho. These tastemakers were integral in creating authentic content that highlighted the connection between the craft of De Bortoli wine and craft of Vietnamese cuisine.
We conducted interviews with local cooks, capturing their perspectives on wine and its pairing with six iconic dishes. This content was shot and edited into engaging short videos and longer format pieces available in both Vietnamese and English.
To further enhance the campaign’s appeal, we commissioned local illustrators to create unique artwork that embodied the “Keng Không” spirit. These animated illustrations were designed to work as b-roll transitions and unite the campaign’s overall look and feels. We’re created making the campaign visually striking and relatable to the local audience.
We developed a comprehensive campaign toolkit that included master key visuals. This toolkit served as a resource for all promotional materials, ensuring consistency in branding across various platforms and events.
The campaign involved wine tasting events in five cities: Ho Chi Minh City, Hanoi, Hoi An, Nha Trang… Each event was designed to showcase De Bortoli wines, hosted at Red Apron, alongside popular Vietnamese dishes, allowing attendees to experience the delightful pairings firsthand.
We exclusively leveraged our partnership with Where in Vietnam, a popular platform for lifestyle and food content, to amplify the campaign’s reach. This collaboration included promotions on their channels, effectively engaging both local and international audiences.
Bánh Mì Chảo
Cabernet Sauvignon
Merlot
Cơm Tấm
Chardonnay
Pinot Grigio
Cao Lầu
Bánh Xèo
Attendees were encouraged to participate in wine pairing workshops, guided by sommeliers who explained the nuances of De Bortoli wines.
Participants were invited to share their experiences on social media using the hashtag #KengKhong, creating a buzz around the campaign and encouraging others to join the movement.
The campaign successfully reached a diverse audience, raising awareness of De Bortoli wine among both locals and foreigners.
The content generated significant engagement on social media, with participants sharing their experiences and promoting the message of wine as a companion to Vietnamese cuisine.
The Red Apron & Celliars sales team loved this content and galvanized their interest in promoting De Bortoli wines. The wine tasting events also led to an increase in interest and sales of De Bortoli wine across participating cities.
The Meet the Tastemakers campaign effectively repositioned De Bortoli wine as an accessible, youthful, and enjoyable choice for dining in Vietnam. By focusing on social connections and the cultural relevance of wine, the campaign resonated deeply with both local and foreign audiences, successfully breaking down preconceived notions about wine in the Vietnamese market. Through strategic partnerships, engaging content, and memorable experiences, De Bortoli wine has taken a significant step towards establishing a stronger foothold in Vietnam’s evolving beverage landscape.
Where in Hanoi | Where in HCMC
Rise Hub Production | Red Apron Fine
Wines & Spirits | De Bortoli Wine
Wine & Spirits
Cross-cities & Omnichannel Digital Marketing Campaign In-person Activation Event
