The Barossa stears clear of traditional images of picturesque vineyards and clinking wine glasses in its new regional campaign called ‘It’s Just Us’.
Instead, the focus is on quirky things egg-and-spoon races and mettwurst judging.
“It goes beyond dry-toast facts to the legends, quirks and qualities so deeply embedded in Barossan culture locals shrug and say ‘it’s just us’,” Barossa Australia CEO James March says.
“Challenging the status quo is embedded in Barossa Australia’s culture.
“We have multiple examples of where Barossa has led the way in regional wine marketing, with the 2013 Barossa Be Consumed TVC providing a vital springboard.
“Our marketing campaigns are strategically driven by research, intentionally evolving, but deliberately retaining a sense of familiarity.
“The ‘It’s Just Us’ campaign takes these elements to another level.”
The Barossa is sharing the hidden talents and stories once told only across the bar throughout the campaign including a podcast, videos and animations.
They’re taking consumers “behind the velvet curtain of stuffy wine culture” to reveal the honest, welcoming people who do everything but take themselves seriously.
The first video launched asks the viewer to draw connections between the dedication to creating the perfect mettwurst and our winemaking prestige, posing the statement of intent, if we take judging our mettwurst this seriously, imagine what we do with wine.
A photo and short-form story series celebrates the many forms of mastery that exist within the Barossa wine community, like Prue Henschke. Viticulturist. Award winning spring roll maker and Sarah Lehmann. Winery owner. Ballerina.
In the eight podcast episodes, stories of Barossa’s quiet commitment to evolution weave through those of night shift winery mishaps and love stories to catering from hotel balconies in Sydney. The entrepreneurial spirit of Barons of Barossa sit alongside tales of a career in music supporting The Angels and Divinyls and everyone has a yabby story.
“Barossa has some amazing attributes, like our seventh generation families, and our quantum of old vines that are still producing fabulous wine,” says Amanda Longworth, Barossa Australia head of brand and marketing.
“While these elements are important to our story, they don’t relay the real essence of the region.
“This campaign challenges typical wine marketing campaigns of picturesque vineyards, swirling or clinking glasses, where it isn’t easy to discern one region from the next.
“People connect with people.
“So, the campaign is unapologetically people first.
“Our people, their personal stories and anecdotes are the campaign.”
Authenticity was a critical element of the campaign, developed in-house after more than 18 months of deep investigation into the region’s DNA.
“While we were confident in what we were trying to achieve, it is fabulous to have received such favourable support and engagement from our members and industry stakeholders, who love the campaign,” Amanda says.
“They can clearly see how they can use the framework to tell their story, which will help in the campaign’s amplification.”
The first episode of the podcast Barossa: It’s Just Us, drops on Monday morning via Acast, Spotify and Apple Podcasts, while the quirky videos and personal stories will enjoy a staggered release via Barossa Wines social channels and websites throughout the year.