Positioning La Fiesta as the perfect drink for life’s little celebrations through an integrated PR and influencer campaign
La Fiesta is an easy-drinking sparkling wine that is the perfect partner for life’s everyday celebrations. Just in time for the hot summer months and post lockdown, La Fiesta launched two exciting new flavours – La Fiesta Strawberry Fizz and La Fiesta Raspberry & Elderflower Fizz.
We were briefed to introduce La Fiesta’s new range of fruit-flavoured sparkling wines, with the aim of building brand awareness and generating excitement for the new launch with both consumers and with potential retailers.
To launch the new range, an integrated social and PR campaign, supported by an online influencer engagement programme, was integral to reach La Fiesta’s core target audience of Gen Z and Millennials. Throughout the campaign we positioned La Fiesta as the perfect tipple for those heading to a picnic in the park, a post-lockdown birthday event or BBQ with friends or family in the heatwave.
To engage with consumer media and generate press coverage opportunities, we conducted a media gifting programme, inviting journalists from target publications to taste the new products and generate first-person reviews for the brand. This was supported by trade media outreach to raise brand awareness and engage with potential retail partners, and competition placement to drive trial and consideration of the new range.
We also developed a wide-reaching organic influencer campaign that provided on-brand influencers with ‘Take the party home’ content kits as well as gifted bottles of La Fiesta. The creative mailers provided relevant influencers with all the tools they needed to create their own social media content celebrating life’s little moments, showcasing La Fiesta’s brand messaging in an impactful and engaging way.
Added to this was a social media programme focused on building the La Fiesta Instagram channel, which was achieved via a two-pronged approach. This involved the creation of a social content strategy that would attract new followers and drive consumer engagement, supported by a paid boosted strategy that ensured the content was seen by audiences that would engage with the content and follow the brand.
pieces of media and influencer coverage achieved
campaign coverage reached a potential audience of over 12 million
followers gained for La Fiesta on Instagram in less than 3 months