FitVine Wine | Live Your Fit National Campaign

Winemakers largely use the same visuals, cadence, and messaging to tell the story of what makes their wine special: baskets of grapes, stacks of dusty barrels, close-ups of swirling wine in a glass. FitVine Wine wanted to establish itself as the approachable brand doing things differently, but needed to draw some correlations to the wine industry that people knew. We took standard visuals and combined them with social truths to create the first Live Your Fit national campaign, helping FitVine differentiate itself from the category by capturing attention first, and educating on the new world product along the way.

High-impact static and dynamic billboards were installed in key markets to reinforce brand awareness across the country. Traditional billboards were designed to connect FitVine with daily lives, from hitting the gym to grocery shopping or just relaxing. Digital placements were designed using set creative lockups and dynamic copy to reach micro-targeted audiences.

Headlines were written specifically for audiences concerned with paleo, keto, and gluten free diets to address dietary restrictions FitVine caters to, with others being more broad reaching and approachable.

FitVine has an incredibly loyal base and high repeat purchase probability once converted. But to grow the brand, calculated risks needed to be taken. Partnerships with health and wellness experts like Jillian Michaels continued to reach its large core audience, which may include wine drinkers, while comedians like Bert Kreischer or MMA fighter Sean O’Malley reach an audience typically not targeted in the wine category. Even Fitvine’s partnerships with Major League Baseball teams cast awareness and conversion to a sporting wine drinker often not spoken to. Both approaches significantly helped generate publisher interests with sites like PopSugar writing about their positive FitVine experience.

As people are confined inside (and continue to drink) FitVine focuses on content to help its audience cope with confinement. Live classes range from bodyweight/wine bottle workouts, to cooking with what’s left in the refrigerator, all meant to keep consumers engaged and entertained. Monthly wrap-ups are sent out via email and posted to the FitVine blog to keep inspiring consumers.