Leading the English wine revolution
“We know consumers are not engaging with the overly polished, exclusive sparkling wine messaging of old. They want to connect and be a part of the community behind their brands and this campaign from Otherway delivers on that brilliantly.”
In 2020, Chapel Down’s sparkling wine sales increased by 52.8%, whilst Champagne sales in the UK dropped by 21.7% over the same period. The opportunity for growth is huge. To continue their trajectory Chapel Down needed to scale up their winery, plant more vines, deepen their export market footprint and continue to develop their tourism experiences. To do that we set about helping Chapel Down create a crowd-funding campaign with the largest ever raise target of £7M.
Much of Chapel Down’s success to date has been achieved because of the faith that their community of customers have put into the brand. We wanted to celebrate that with a fresh approach that puts the believers at the heart of the campaign. Creating an open invitation for all to join the leaders in the English Wine revolution anchored in our new creative platform - Join The Revelation.
An iconic marque.
The campaign was set in the vineyards of Chapel Down’s home in Tenterden, Kent. With the brand’s window arch marque developed into the visual anchor for the campaign with a bold red, sculptural device built by a local carpenter to frame and celebrate the team. Putting them front and centre stage to the campaign - be it the winemakers, growers, pickers or customers, Chapel Down have always been hugely proud of the people powering the business.
Celebrating the believers.
We commissioned photographer Laura McCluskey to shoot the campaign through her honest portraiture style to convey a sense of the subject's personality and show something beautifully real. By moving away from the cliché world of hyper-staged champagne imagery, we were able to stand above the overly glossy established and ensure a bold, contemporary and fully inclusive campaign to open people's eyes to the joy of English wine.
Drink to the future.
The creative platform was initially developed to launch their crowd funding campaign, before going onto being rolled out across the brands core touch points over the coming months, to set a future tone and ambition for the brand. Delivering a market leading proposition with a fresh attitude to join the leaders in the English wine revolution.