Background: 

2020 was the year the world shut down. Borders closed, social circles shrank, and for many small businesses—including local Ontario winemakers—the future was uncertain.

With tasting rooms closed and tourism on pause, VQA producers were struggling to stay afloat. We partnered with VQA to create a campaign that reminded consumers they could still enjoy exceptional Ontario wine from home, while directly supporting local growers during a time of crisis. 

Scope & Impact: 

While the immediate ask was to drive online sales, we saw a bigger opportunity: to reframe the role and relevance of Ontario wine in people’s lives. We developed a brand communication strategy and unifying tagline, then brought it to life through a multichannel campaign spanning TV, digital, and social. The messaging was rooted in community pride, shared resilience, and a renewed appreciation for local craftsmanship. 

Shooting a commercial during the height of the pandemic was no small feat—outdoor-only production, a masked five-person crew, and strict safety protocols. But in the midst of uncertainty, helping champion Ontario winemakers and their craft felt deeply meaningful. 

The campaign not only boosted awareness and e-commerce traffic, but also laid a lasting foundation for future brand growth—positioning VQA wines as a symbol of quality, connection, and local pride.

CLIENT: Wine Marketing Association of Ontario
AGENCY: Pigeon Brands