Wunderman Thompson Singapore launches new cooking guide under the Wolf Blass ‘Find Your Flavour’ campaign
Australian winery Wolf Blass has launched a online guide containing easy to replicate recipes of iconic Southeast Asian sauces created via Wunderman Thompson Singapore. The guide was created in response to the current global COVID-19 pandemic which necessitates people to stay home and reduce social activities.
Following on from the ‘Find Your Flavour’ regional campaign with the Michelin Guide, aimed at educating diners about matching Wolf Blass Gold Label wines with Asian cuisine, with a focus on sauces. Wunderman Thompson had worked closely with Michelin-starred restaurant chefs and observed that food in the region tend to be more sauce-heavy compared to Western cuisines, which formed the insight underpinning this campaign. Additionally, meals in this region tend to be served family-style instead of a multi-course sequence, presenting a challenge for wine pairing. By looking at the sauces, similarities in the dishes could help to identify a wine that will match well with the meal.
Wolf Blass partnered with Wunderman Thompson to develop a campaign that would not only elevate the in-home dining experience, especially during this period of time where we are more dependent on food deliveries and takeout than before, but also to inspire and educate consumers to see Wolf Blass Gold Label Wines as a great accompaniment to simple, delicious home-cooked meals and takeout options.
For this campaign, Wolf Blass produced three easy-to-replicate sauce recipes, with just 5 ingredients, that can be cooked with a variety of proteins – butter curry, satay peanut sauce and the widely popular salted egg yolk sauce. Each sauce comes with a recommended wine pairing and a guide to help consumers when setting their dining table, along with some suggested topics to discuss during the meal to liven up the atmosphere.
Furthermore, Wolf Blass shared tips from food photographer Chloe Cheng for ways to elevate favourite Singapore dishes ordered from favourite hawker stalls, such as creating colour and contrast. In-home diners are encouraged to share their plate of food by tagging @wolfblasswines and using the hashtags #FindYourFlavour, #WolfBlassFYF and #SaveFnBSG.
In addition to the tips, Wolf Blass requested the collaboration of Wunderman Thompson to create some simple “Find Your Flavour” images to remind everyone to stay safe and practice social distancing during this challenging time, whilst still encouraging consumers to enjoy Wolf Blass wines. These images were included in the press release that TWE distributed to media outlets across Singapore.
Lastly, Wolf Blass also recognises that this period of change and new way of life has been challenging and would like to remind everyone to drink moderately.
Lucie Rudd, Marketing Manager, SEA at Treasury Wine Estates commented, “Wunderman Thompson has been a fantastic agency partner who led the Wolf Blass’ ‘Find Your Flavour’ campaign seamlessly, from broad strategic ideation to the actualisation of a series of integrated activations. We hope this new guide encourages consumers to try pairing wines with their favourite local flavours whilst they spend this time at home”.
Wunderman Thompson’s Chief Strategy Officer, Rebecca Nadilo commented: “We were inspired by how the current situation has led to a community of budding chefs and food wine exploration, so we thought we could provide them with more inspiration to turn their home into a Michelin star restaurant experience.”
3 Comments
But these are so dull though.
Love this idea!
Very smart and on-point – lot’s of alcohol brands trying to create at home experiences for consumers during COVID.