Formerly known as CONCH. 'wave' is dedicated to our clients, the projects we’ve worked on together and the benefits that smart marketing, branding and advertising deliver.
This year the specified star-ingredient in the Cottage Block Chef Series was honey.
Chefs from New Zealand’s best restaurants were asked to incorporate honey into their dishes to complement Cottage Block Wines.
WAVE’s challenge was to design a Cottage Block promotion that highlighted the use of honey in cooking. Inspiration came when we saw that one of the giveaways for participating chefs was a honey-drizzle stick. With the winemaker’s stamp of approval, we created a mouth-watering image of honey being drizzled into a glass of golden white wine.
To further support the honey/wine association, our designers created a honeycomb pattern out of a row of wine glasses, and the finishing touch was a strong positioning statement that we worked on with
Pernod Ricard’s communication team. This was widely used across all of the promotional material, including trade and staff presenters, Cottage Block tasting notes, honey tasting notes, front of house cards and honey jar labels.
The post-promotion research shows that restaurants were influenced by the stylish material and were encouraged to stock Cottage Block and other Pernod Ricard brands. Cottage Block sales increased significantly. For more information about this project contact Glenn Dougal, gd@wavedesign.co.nz
