Executed a dynamic Dry January campaign, blending animated social content, strategic email marketing, and premium storytelling. Elevated brand engagement, attracted mindful drinkers, and reinforced The Grape Kitchen’s unique positioning in the non-alcoholic wine market.
My Role
Lead designer, managed digital campaigns and Facebook campaigns.
Software
Photoshop, Adobe Express & Meta Business Suite
Taking a break from alcohol or cutting back after the festive season is a common New Year's resolution, but for a wine merchant, it can be a challenging time of year. Fortunately, James, Director of The Grape Kitchen, found the perfect solution: non-alcoholic organic wines and sparkling teas.
These premium alcohol-free wines and craft sparkling teas are produced using techniques similar to traditional winemaking. Just as different grape varieties create distinct wine profiles, various tea leaves bring unique flavors and characteristics to these non-alcoholic alternatives.
To support this shift, I worked with James to develop a Dry January marketing campaign focused on:
We embraced a playful, dynamic content strategy to break away from traditional wine marketing norms:
This campaign not only boosted awareness of The Grape Kitchen’s non-alcoholic wine selection but also attracted new customers and strengthened brand positioning. By modernising marketing efforts and tapping into the growing demand for premium alcohol-free drinks, James successfully expanded his audience while maintaining the high-quality ethos of The Grape Kitchen.
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