Quality German not French Substitute

German wines were viewed as a cheap, sweet substitute for good quality French wine but the Baden region had a range of quality wines that were stronger, drier and better quality than their German counterparts; as good as French wines, in fact. We persuaded the major wine growing cooperative to promote the region, rather than their own unpronounceable name, not least because the major UK brands are in fact supermarket own labels. The labels we produced were designed to be, and were, widely used by supermarkets for their own label versions, but retaining the Baden roundel. The ads ran in the Sunday colour supplements and were merchandised heavily to the key supermarket buyers.

Other Work