Tuscany Untold

The Challenge

Historic Tuscan wine brand Gabbiano wanted to leverage its modern style to distinguish it from popular ‘old world’ rustic-style Chianti wines in Canada. To connect with wine lovers, they wanted to create a unique tasting experience campaign that would highlight their contemporary vibe and superior taste profile.

The Solution

To drive brand awareness, trial, and purchase intent, MOUSE Marketing delivered a strategic integrated campaign starting with product drops to top media, organic content development, and a Tuscany Untold side-by-side tasting experience. The wine tasting experience pit Gabbiano against their biggest competitor, Ruffino Chianti Classico. Fashion and travel influencer Mr. Calvaliere (a nod to the Cavaliere Knight on the wine’s label) took part in the side-by-side tasting, documented his experience on Instagram through posts and stories, helping to boost impressions and engagement.

The Results

A whopping 79% of consumers choose Gabbiano over Ruffino Chianti Classico, with 96% intent to purchase.  Over 15,000 people entered the Ultimate Tuscany Adventure Contest, and nearly 68% shared their contest experience with friends and family through social media. Gabbiano winery also received over 18,000 increased website visitors. Gabbiano was also featured across several digital media channels, including; Daily Hive, Swagger, Sylvanus Urban, The Scene in TO, and many more.

By far one of the best experiences in my career with an experiential marketing agency.
Kelly Knoop

Marketing Director

13MM
Brand impressions
11,000+
Contest entries
300%
Increase in website visits
4,800
Side-by-side tastings delivered