Campaign: Second Opinion

Shine Communications associate director Mitchell Kaye leads campaigns for Chilean Wine brand Cono Sur.

We've all been there before: tasked with managing a PR campaign during a period of high activity on behalf of a client that is looking for a share of voice in a saturated market. So when Phipps was invited to raise the profile of Somerfield's wine range, it was never going to be easy.

Notwithstanding a limited budget, the response was simple, clever and effective. The team gave the campaign a personality and successfully avoided the temptation to throw the first available C-list celebrity at the problem by looking closer to home - and an innovative PR campaign was born.

The comparison with J Lo's bum certainly appealed to the tabloids, while the slightly more serious aspects of Mount's insurance policy worked equally well for the broadsheet press.

In fact, I think Phipps could have gone further with celebrity comparisons: how much is David Beckham's right foot worth, for example?

The best campaigns don't merely take a creative approach, but ensure that creativity works extremely hard for the brand and relates to a business objective. Phipps managed to identify a hook that appealed to the media, while simultaneously emphasising the importance Somerfield places on its wine range and its staff.

The success of the campaign was in achieving this difficult balance.

Creativity: 4

Delivery: 4

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