Latest News

Springbok shank with textures of sweet potato and minty herb salsa


Recipe f or Springbok shank with textures of sweet potato and minty herb salsa. The shanks ingredients oil for frying […]

Sweet Potato Soup with Springbok Biltong


Recipe for Sweet Potato Soup with Springbok Biltong Sweet potato soup ingredients 2 large purple sweet potatoes, washed, peeled and […]

#MocktailMonday Natura Nojito


Natura Nojito Ingredients 10 – 12 fresh mint sprigs 1 lime 15 ml simple syrup 180 ml Leopard’s Leap Natura […]

#MocktailMonday Orange Oasis


Orange Oasis Serves 1 Ingredients 15 ml pineapple juice 45 ml orange juice 30 ml freshly squeezed lime juice 60 […]

#MocktailMonday Star Lite


Star Lite Ingredients 500 ml Barker and Quinn light tonic 500 ml Leopard’s Leap Natura De-Alcoholised Classic White 500 ml […]

#MocktailMonday Sugar, spice and all things nice!


We will always love a glass of wine to cheer up a Monday, but there are times and occasions when […]

Green Vegan Burgers with Avocado Mayo


Making responsible lifestyle choices is commendable, but it is not always that easy. What happens to Burger night when you […]

Vegan Tomato and Roasted Mediterranean Vegetable Risotto


Risotto is comfort food at its best. And while it is usually meat-free, the butter and Parmesan cheese keep it […]

Vegan Fettuccine Bolognese


Being more responsible in your food choices, does not mean you have to forgo traditional favourites such as Spaghetti Bolognese. […]

Vegan Red Lentil Soup


Contrary to popular belief, a warming winter soup does not need marrow bones! You can warm up just as nicely with […]

Different Brands, Same Thinking



Dinning Room A1

Our CEO, Hein Koegelenberg, has just started his own blog called Hein on Wine and has just posted this on our "make an impression" campaign which we shot last year and a campaign by Blackstone Winery in the US.

Just over a year ago we produced a print ad campaign for Leopard’s Leap Wines titled “Make an Impression” (you can see one of the executions above). Essentially we had been listening to our research that consumers found dinner parties the most daunting occasions to buy wine for as their choice said a lot about their knowledge of wine.

 

The bottom line was that people wanted a wine they new would be good value for money and wasn’t going to let them down. We had previously used product shots stating that Leopard’s Leap was the perfect dinner companion. But we wanted to go further with this campaign.

The ad we created was of a woman arriving at a part with a leopard. All the guests took notice: The woman had made an impression. In putting together the ad we moved away from typical wines ads of having the wine or a vineyard featured in the actual photograph or the product shot in the middle of the ad. The bottles were there, but they were off to the side.

In doing so, we spoke more about the lifestyle of our consumers.

I as therefore interested to see, a year later, the print ad for Constellation brand Blackstone Merlot that got a featured write-up in The New York Times.

The idea behind the campaign – created by San Francisco Amazon Advertising which also creates campaigns for other Constellation wines like Mondavi – was that “consumers can trust Blackstone to provide fine wine at reasonable prices” (most of its offerings cost $8 to $10 a bottle).

In the ad below the things that the male character can trust are shown with an asterisk and  the payoff line “*Here’s to the things in life you can count on. Blackstone Winery.”

The campaign, which was developed last fall in the U.S., addresses the exact same human truth that we did: consumers want value from brands they can trust. Even the execution had similar elements.

“We don’t even show anyone drinking the wine,” Tonya Merke, associate creative director at Amazon Advertising told The New York Times. Omitting the stock shots of wine drinking introduces an element of unexpectedness to the ads, Merke said, and helps them stand out amid a sea of look-alike wine campaigns.

There were differences in the campaign: their USD 1 million campaign cost 30 times our campaign (we are still running ours) and we didn’t have the money-back guarantee. And they used a small dog, we used a big cat. 

Blackstone

Upcoming Events

Buy Our Wines

Take a look at our wine collection. CLICK HERE

Ask Us

Feel free to contact us.
CLICK HERE



    Newsletter Sign-up


    © Copyright 2019 Leopard's Leap | Terms & Conditions | Privacy Policy | Delivery Policy | Refund Policy

    Ask Us

    [contact-form-7 404 "Not Found"]