Jackson Triggs | Milestone Integrated Marketing

Case Study

Tapping into the moments that matter most to Canadians

The Ask

A BIG IDEA FOR A BIG BIRTHDAY___

Canada’s 150^th birthday only comes around once. As the country’s most-awarded winery, Jackson-Triggs wanted to toast in true-north style. They approached us to come up with a stand-out campaign that celebrated the event while connecting this iconic wine brand and our Canadian spirit.

The Insights

WINE THAT’S MADE FOR CANADA___

In honouring Canada, we also wanted to celebrate what it meant to be Canadian. And so we set out to capture and appreciate certain quintessential moments that uniquely represents our national je ne sais quoi. And all with a wine that can elevate any moment.

The Payoff

CHEERS TO BREAKING THROUGH___

Positioning Jackson-Triggs as the wine that pairs with Canadian moments hit the sweet spot of consumers. The first social post for Canada Day’s 150 countdown chalked up over 54,000 views in less than a week. And our Made for Canada-branded JUNO events packed record crowds and generated heartfelt kudos.

Jackson-Triggs Made For Canada Instagram posts

Jackson-Triggs Made For Canada out-of-home banners

Jackson-Triggs Made For Canada product packaging

The Junos called. We answered. And delivered an experiential event in the nation’s capital that was “the best brand event we've ever done.”

WE ROCKED THE JUNOS___

The head sommelier said our Made for Canada-branded JUNO events were the best he’s ever seen. And the numbers back it up: 680+ million social impressions, 6+ million unique viewers of JUNO Snapchat stories and 17 live streams. Oh, and even Justin Trudeau dropped by to say hello.