The Challenge
Trinity Hill is a Hawke’s Bay winery, the founding producer of the Gimblett Gravels and the maker of Homage Syrah, with a range that spans Syrah, Chardonnay and Bordeaux blends. Fine wine is bought on trust and occasion, and the brand wanted to reach a younger wine drinker without losing its premium footing.
Trinity Hill partnered with Terrier Agency for a considered creator campaign built around food and occasion.
Our Approach
We kept the creator set small and premium, pairing wine, food and lifestyle creators with clear occasion-led briefs.
- Creators were selected for audiences of legal drinking age with an interest in food, travel and wine
- Briefs paired each wine with a meal or moment rather than presenting the bottle alone
- Carousel posts were used so the story of the region and the wine could run across several frames
- Content was reviewed for responsible drinking guidelines and brand tone before publication
The posts linked from this page show the occasion-led approach.
The Results
Sixteen pieces of content reached 168,453 estimated views at a 3.24% engagement rate, bringing a premium New Zealand producer to a new audience with content that respects the brand’s positioning.
Why Occasion Content Protects a Premium Wine
A fine wine producer cannot chase reach at any cost. The content has to respect the label. Pairing each wine with a meal or a moment kept the campaign in the brand’s register, and the 3.24% engagement rate on sixteen posts shows that a younger audience responded to it. The 168,453 estimated views bring a Hawke’s Bay producer to drinkers who might otherwise only meet it on a restaurant list.
