Treasury Wine Estates briefed us to deliver a UK/Australian toolkit campaign that could be used by food retailers to draw attention to the ‘Big’ flavours within their range of Rosemount wines. These flavours made them the ideal partners for midweek meals. The campaign sort to increase wine sales from
Mon-Thurs and help consumers who were not wine connoisseurs (but who enjoyed a glass of wine with their meal) to partner the correct wine with the correct food. 
By giving consumers this advice, they were more likely to pick up a bottle midweek and thus increase their wine spend over the whole week. Menu ideas were also given out on pack to help partner the wine with the meal consumers were cooking.