RAPP UK creates wine cellar walk summer campaign for Laithwaite’s

Laithwaites wine cellar walk

Following the success of last year’s “Get that wine cellar feeling”, UK wine retailer Laithwaite’s Wine has launched a new wine cellar walk ad campaign for the summer.

Wine cellar walk

Created by RAPP UK, the TV ad features the Laithwaite’s ‘wine cellar walk’ but this time at a classic British garden BBQ. 

It pokes fun at the stuffiness of wine culture and the assumption that to be into wine you need a sprawling chateau with a packed wine cellar. 

The Characters, who are deliberately younger and more relatable to Laithwaite’s post lockdown customers, pretend to disappear down an imaginary staircase, returning with a bottle of wine to a mixed response from their audience.

The integrated campaign which coincides with Laithwaite’s brand re-fresh will include digital and social activity, as well as supporting direct communication. The campaign launches this week.

Jason Cascarina, Executive Creative Director at RAPP UK, said: “Laithwaite’s wanted to reflect and celebrate restrictions easing and people being able to meet up and socialise once more.

“And the latest execution literally moves this highly effective campaign forward with a breath of fresh air”.

Rupert Ellwood, Marketing Director at Laithwaite’s Wine, said: “We have seen a fantastic response to the WCW accelerating awareness of the Laithwaite’s unique offer to more people. 

“We wanted to continue the story recognising the season and people coming together as lock down rules are relaxed. We are very excited to share the next chapter in our story”.