The campaign needed to achieve the following:

• Raise awareness of the Vinappris brand and offer
• Create interest in the Vinappris ethos and product
• Provoke a desire to visit the wine bar and web site
• Compel purchasing the wine – via the wine bar, web site or direct response TV.

The launch was supported with a comprehensive media pack and a total of 8 media briefings were held.   Given that Vinappris’ chief executive and finance director were local brothers, regional business journalists were also targeted. 

High quality photography in the wine bar and TV studio was directed by Giraffe to support a launch release, which led on the world-first angle and Midlanders becoming ‘celebrity quaffers’ thanks to the TV studio within the wine bar.

Giraffe penned the term grape guru and, building upon the current love of celebrity, the phrase, celebrity quaffers, encouraging  footfall to the wine bar in order to appear on TV.  

Giraffe secured BBC's Radio WM to come to Vinappris for a live on air 'tasting'.  Overcoming the challenge of wine tasting at 8am, Giraffe invited Vinappris’ Chief Executive to conduct a tasting of a Vinappris cappuccino, describing what he’d be looking for in a drink.  Factors such as ‘nose’,’ colour’, and ‘clarity‘ were discussed!

The 100% positive, on-message publicity generated a circulation and listenership of 972,204, a reach of 4,267,296, resulting in an advertising value of £22,786 (excluiding radio coverage).  Blanket regional print coverage (primarily features) was secured in the following media:

• Birmingham Life
• Birmingham Journal
• Cityliving
• Selectliving
• Birmingham Mail
• Chamberlink
• Birmingham News
• Midlands Business Insider
• Great Barr Observer
• Birmingham News
• Sandwell Chronicle
• BBC Radio WM outside broadcast
• Sutton Coldfield Observer
• Icbirmingham.com
• An opportunity was secured for Vinappris to have a monthly wine column in Birmingham Life.

100 people also attended the launch party.