Yealands Family Wines is committed to pursuing dynamic global leadership in sustainable wine production. Its communication strategy focuses on telling the company’s sustainability story and inclusively presenting its passion for giving back.
The 2014 Yealands Raise a Glass Campaign shared the stories of six remarkable Kiwis who are making a real difference, voiced through media interviews and professionally-crafted short films on the Raise a Glass website. The public was invited to vote for the individual and the cause that they felt to be the most deserving. These voting percentages then determined an allocated share of $25,000 to continue their work.
Participation in the voting was invited as ‘no purchase necessary’, which encouraged wide consumer participation in the campaign. This engagement was boosted by the further incentive to win financial prizes (each $5,000), both for online voting and campaign referral through personal social media connections. Yealands also utilised radio, editorial and in-print advertising and a professional, high quality, tailored PR programme, which successfully engaged two thirds of a million NZ consumers on some level.
Both within its “live” timeframe and subsequently beyond, the Yealands Raise a Glass Campaign helped to actively support and communicate the intrinsic value of sustainability in its many forms: improved male mental health, enhanced teen hearing, reduced Christchurch re-build waste, improved stationery resources for impoverished schools and mentoring home-grown food self-sufficiency.
662,339 NZ consumers were reached in total – 14.7% of the national population. 45,000 people accessed the Yealands Raise a Glass website.
Yealands Family Wines was a finalist in the Communicating Sustainability category at the 2014 NZI National Sustainable Business Network Awards. Yealands Family Wines was awarded the NZI Supreme Award for the Greatest Contribution to a Sustainable New Zealand.