Rombauer Vineyards and agency The Engine Is Red are launching the Napa Valley winery's first direct-to-consumer campaign.
“The Joy of Wine" creative is straight-forward and simple by showing how everyday moments are enhanced by the wine. The messaging also references the company's best-selling cookbook, The Joy of Cooking, published in the 1930s.
The campaign includes 30-second and 6-second digital pre-roll and custom landing pages. As the company steps into the 6-second ad format for the first time, these short spots will air with only light branding, keeping the focus on the connection taking place, says a winery spokesperson.
The 100% digital media plan will run through Google ad buys and on YouTube as pre-roll video.