Sacred Hill Vineyards
Discover Sacred
A life without boundaries
Founded by three mavericks, intent on creating just enough wine to enjoy themselves and share with their friends, Sacred Hill had gotten older, but was definitely not ‘old'. With growing sales in the U.S. the time was right to revisit the magic of the winery’s formation to connect to whole new audiences and generations.
Discovering new audiences
Building upon the founders' renegade spirit, the brand wanted to reach out to discerning urban customers who are looking for something off the beaten path. Adventure seekers, craving authenticity and discovery. Through connecting with potential customers in key US markets, Foundational created & tested brand story territories, and gathered fresh learnings to inform Sacred Hills new direction.
'Discover Sacred’ was born and became a central invitation to experience the best life has to offer ...over a glass or two of some simply superb wines from Hawkes Bay, New Zealand.
“The 'Discover Sacred' campaign tested extremely well in the target markets of Texas and Southern California. The interviewees were drawn to the concept of ‘sacred' and identified strongly with the campaign territory.
"The headline proved to be very flexible, with people identifying different aspects of the imagery as 'sacred' – for some it was time spent together, for others it was the landscape, and for some it was the wine.
"People projected themselves into / onto the campaign with confidence in their interpretation. This flexibility will ensure that the campaign has a long life and will be easily modified to keep it current."
Tim Hansen, Marketing Manager, Sacred Hill
Services
Research & Insights
In-market Validation
Brand Strategy & Story
Brand Campaign Identity Design System
Brand video script
Partners
The Copyroom, Brewery Video Productions