To mark Earth Garden launching in the UK, a garden party was hosted in central London where journalists, content creators and influencers of various shades were invited to an exclusive first-experience tasting.

We implemented a combination of digital advertising campaigns including Display and Meta to increase awareness of Earth Garden and Villa Maria’s organic credentials, as well as driving traffic to the Earth Garden Sauvignon Blanc page on Tesco.com.

Villa Maria has extensive intel on their target consumers and customers personas. Our first step was to dissect the target personas interests to identify shared behaviours. The key audience segment consisted of 35-to-55-year-old females who were avid food fans, loved to travel, had high-disposable income and were habitual wine drinkers.

We harnessed the power of Google’s custom audiences to go beyond traditional methods of hand-picked website placements and engage with a hyper-relevant audience based on their online behaviours and interests. Similarly, we utilised Meta’s advanced targeting capabilities to further refine our audience and reah people interested in food and sustainability – a key demographic for the launch of Villa Maria’s Earth Garden initiative. By combining the insights gained from Google’s audience segmentation with Meta’s targeting advertising, we effectively placed the Villa Maria brand in front of the right people at the right time.

Google’s custom audiences enabled us to go beyond hand-picked website placements and engage with this hyper-relevant audience based on their online behaviours. Similarly,Meta’s advanced targeting criteria allowed us to reach people interested in food and sustainability. With precise targeting, we were able to get the Villa Maria brand in front of the right people and raise brand awareness for the launch of Earth Garden.