Bonterra Organic Vineyards Expands Its Consumer Reach with an Advertising Campaign

Bonterra Organic Vineyards, America's leading organic winery, is expanding its consumer reach with an advertising campaign launching today that puts the brand's sustainable ethos and environmental credentials in the spotlight. Developed by Chattanooga, Tennessee-based Humanaut, the agency known for lifting the visibility of organic consumer brands, Bonterra's digitally focused "Tastes Like Saving the Planet" campaign is a departure from traditional mass-media wine promotion, appealing directly to consumers looking to change the world through their purchases—with a sip of good humor on the side. "Research indicates that consumers are more receptive when branded communications about sustainability- and climate-focused topics incorporate humor, and this inspired us to develop something unique," said Rodrigo Maturana, vice president of marketing for Bonterra, of the campaign spots that gently poke fun at clichés associated with tasting wine. "The new campaign allows us to make meaningful connections with the many wine fans who care about the environment and also appreciate a lighthearted approach." Inviting audiences to "experience the delicious, totally tasteful taste of saving the planet," Bonterra's tongue-in-cheek video ads appear predominantly on popular streaming platforms Hulu and YouTube along with a targeted mix of culinary-, entertainment- and wellness-tailored digital media networks.