Objective:

Solidify Haskell’s as the source for Wine, Beer and Spirits in the Twin Cities. In particular, we wanted to solidify consumer’s perceptions about their expertise and selection against a new competitor, Total Wine.

Strategy:

During discovery, we learned that Haskell’s not only had a long history in Minnesota, but they had great stories to share. We developed a print and digital content marketing campaign tied to their brand identity as “The Wine People.”

Part of the strategy was to humanize Haskell’s – to establish their ties to the community.   The Twin Cities are quite parochial, and a local connection is something that Total Wine would not be able to claim.   In addition to sharing their stories, we personalized their brand by having their portraits drawn. 

We distributed the content in Star Tribune's "Taste Section" in print, and with native links on digital.