HUNTER VALLEY

A unique monochromic campaign designed to cut through the market and re-establish The Hunter Valley as Australia’s home of food and wine.

The Hunter Valley is not only Australia’s oldest wine region, but it has long held it’s place as Australia’s favourite destination for food & wine. However in 2018 they realised they were rapidly loosing market share to other more recently established wine regions such as Mudgee and Orange and as a destination it was starting to be perceived as tired and dated.

A key competitor analysis revealed that most of the competing food & wine destinations in the category were promoting themselves a very similar and predictable visual language – warm and colourful imagery of groups socialising. We decided that rather than the heritage of the region being perceived as a negative, we would embrace it and celebrate it by developing a campaign featuring classic black and white imagery that would cut through the category. The art direction was striking and iconic, and the tone of voice was direct, seductive and evocative – questioning the viewer to think about the last time they treated themselves to the ‘good life’.