When In Rome

Join the #BoxWineRevolution

When In Rome is the UK’s leading alt format craft wine producer, asking wine drinkers to swap the bottles for boxes. Their social brief had the same goal, asking to rally a rebellion with a sharp yet aloof tone-of-voice.

Client: When In Rome

Services: Copywriting

Agency: Sunshine, Employed (link)

Year: 2019

Social media mockups, including a Meta Instant Experience and two posts. On-graphic text includes: Join the Box Wine Revolution, the rebel of box wine, and sip me baby one more time.

The rebels of box wine in more ways than one

Honestly? This client was a fun one. Every post was begging for a pun or pop culture reference. What other wine brand allows you to exclaim “what a pair!” or refrence Mary Poppin’s apron?

Better yet, I ensured the brand’s values was a clear part of the narrative. After all, consumers also like purpose – not just in content, but ads too.

A screenshot of a social media post saying: What a pair! A compliment that might get you in trouble if it wasn't about wine pairings. What's your favourite duo? We're enjoying a white wine with savoury biscuits. Below, there is a photo of When In Rome wine with biscuits.
A screenshot of a social media post saying: Say hello to Marche Passerina – bursting with a taste that's cleaner than Mary Poppins' apron, this organic wine is magic. Nab this aromatic vino at your nearest Waitrose. Below, there is a graphic of the product with a bold, typographic background with its namesake.
A screenshot of a social media post saying: Meet Franco, fourth-generation winemaker and the big boss behind the grapes in our Barbera red. To be clear, we're talking about the man, not the dog. Both are good boys though. Below, there is a photo of Franco and a beagle.

Collaborations

I was a dual copywriter and art director for the account, writing and designing content calendars with a photographer, account manager and social media manager.

Agency results

  • +71% follower growth in 3 months.
  • High avg. engagement of 3.5%
  • Cost-effective ads at 0.2p CPC.
  • Effective brand hashtag for UGC

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