Laithwaites: Wine Cellar Feeling

Laithwaites, a wine retailer, increased brand awareness in the UK with a humorous campaign that tackled wine snobbery.

Campaign details

Agency: RAPP Client: Laithwaites Campaign Name: Wine Cellar Feeling

Laithwaites is the UK's biggest direct-to-consumer wine retailer, with a distinctly middle-class, middle-England and middle-aged customer base.

It needed a new audience – so how could it move from red-chino wearers to Instagrammers obsessed with rosé o'clock?