Echo Falls campaign targets UK “Swifties” ahead of Super Bowl


Wine company Echo Falls is reaching out to appeal to the UK’s Swifties ahead of the Super Bowl with a limited edition bottle of wine featuring American football buzzwords.

It’a all part of a new campaign by Above & Beyond and Idea Farm.

The biggest sporting event in the US calendar takes place on Sunday, with thousands of extra fans set to tune in, according to experts – thanks to the hottest relationship on the planet.

Since Taylor Swift and Travis Kelce started dating, countless viewership records across the sport have been broken – with NBC reporting an extra two million viewers for the Chiefs vs. Jaguars game earlier this season.

And fuelling the surge is a formidable force of fans, as research by Nielsen exposed a staggering 37% spike in their viewership since “Traylor” became an item.

Echo Falls’ Swifties campaign

Ahead of Sunday, wine company Echo Falls has gone the extra mile to help new fans embrace the game.

In a campaign via creative agency Above+Beyond, the firm has released a limited edition set of Echo Falls Summer Berries bottles with their regular labels switched out for one’s revealing the MUST KNOW American Football phrases for newbie fans to blurt out during the game.

The bottles feature four different American Football buzzwords including Tight end, Kickoff, Blitz and Touchdown. Newbie American football fans can also head to Echo Falls Instagram for full explainers on each phrase.

It’s the first time Echo Falls Fruits has changed up the label for its best selling Summer Berries bottle for this event, but with so many new fans that need to “sharpen up” their knowledge tuning in on Sunday, the brand believes it’s a no-brainer.

“The Taylor effect has driven a whole new audience of football fans in the US and across the globe – including the UK,” said an Echo Falls spokesperson.

“It’s a complicated game at the best of times and with social media set alight with brilliant memes and American football hacks we wanted to take care of this new audience this Sunday with our buzzword bottles of wine.

“With thousands of Brits getting together for food and drink for the big game – many of whom are new fans – knowing your ‘Touchdown’ from your ‘4th Down’ is sure to come in handy.”

Jonny Ray, Managing Director at Above+Beyond, said: “Whether or not Taylor Swift makes it to the Big Game, we know many British Swifties will be tuning in to an American Football game for the first time in their lives.

“This is a great brand fit for Echo Falls so we’re helping them fearlessly along the way – and hopefully they won’t end up being the foolish ones rooting for the anti-hero.”

Lewis Davey, Founder at Idea Farm, said: “I’m not ashamed to admit I’ve gone from a casual American Football fan to an ardent watcher this season thanks to Kelce and Swift.

“The increased interest in American Football from new audiences means it’s ripe for brands with similar audiences to activate around.

“American Football is a complicated game at the best of times, so these bottles are the ideal explainer for newcomers to the sport tuning in on Sunday.”