Hosts acquire 'Taste' for Rioja wine

KQKE's A Matter of Taste, December 10

KQKE's A Matter of Taste, December 10

Who is your client, and what are its media goals?

Rebecca Maas: Our client is Wines From Spain, which is part of Spain's Trade Commission in the US. We've been working with it on a campaign called Vibrant Rioja, which focuses on the wines of Rioja, Spain, with the goal of raising awareness in major markets, especially among baby boomers.

What made KQKE's A Matter of Taste such a desired placement, and how did you go about pitching the show's hosts?

Maas: Not only is KQKE a major commercial radio station in San Francisco, but David and Rachel Cane, the hosts of A Matter of Taste, have won the James Beard Broadcast Media Award for best radio show on food. We discovered the Canes through research and sent them wine samples and a media kit in early 2006. Once we found a spokesperson, we called and pitched the idea of Rioja wines as a great complement to holiday dining.

Was the interview with Rioja wines spokesman Adrian Murcia done live, and what, if any, challenges did that present?

Maas: Adrian is based in New York, while the show is in San Francisco, so the live interview had to be done via a land phone line. Because it was radio, we also did some media training to hone our message points and better help Murcia convey tantalizing details about food paired with Rioja wines.

Did the hosts know about Rioja wines going into the interview?

Maas: Yes, but they weren't as aware of Rioja wines as they were of others. During the interview, David Cane kept remarking about how much he was learning about the food-friendliness of Rioja wines.

What was the impact of the hit?

Maas: The interview took place the afternoon of December 10, smack in the middle of the holiday season. Sales of Spanish wines have been trending up, and the interview raised awareness in a key market, so the client was really pleased.

Name: Rebecca Maas, account executive, CRT/tanaka (Richmond, VA)

Placement: KQKE's A Matter of Taste, December 10

Pitch Timeline: Six months

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