Jackpot!
Just found a really great article on how Kendall-Jackson chose their ad agency a few years ago. It’s the same agency that just did their latest ‘Taste of Truth’ print campaign, RPA (I’m pretty sure I’ve seen the ad with the big boots and the little boots recently in Food & Wine).
I’m taking two very important pieces of knowledge from this article. First, Kendall-Jackson’s VP of marketing said: “Our issue is not brand awareness but brand appreciation.” Good to know! Not exactly going the Yellowtail route.
Second: “They [Kendall-Jackson] were looking for general attitudes, philosophies, approaches to business, comfort,” said Angelo Ponzi, agency evp and director of marketing. “They were less interested in specific campaign ideas than our understanding of the business and their brand. That was refreshing.”
After reading that, I guess I’m not going to present the three tiered detailed proposal I had intended. Maybe something a bit more streamlined. Focused on getting to the core of Murphy-Goode message, and how that fits into the larger family of Kendall Jackson wines.
