Peter Lehman wines have an excellent reputation in Australia, where they’re produced. International Cellars, the Canadian company that imports and distributes Peter Lehman, needed to generate local interest.

Peter Lehman labels each feature a unique illustration of the Queen of Clubs, something that evolved from an Australian gambling legend. Because this legend is unknown locally, we simplified the brand history, telling consumers to “look for the club on every cap” as a sure sign of quality.

Once the club icon gained recognition as a symbol of excellence, we developed this food pairing campaign. Many wine shoppers look for guidance in selecting the appropriate wine for a meal they’re serving. These ads ran in newspapers and magazines, and also appeared as in-store posters, making it easy for gourmets to pick the right pairing.

• 20% Increase in Sales.
• Campaign included the following items.
• Posters
• Print Ads in local magazines
• Liquor Store Shelf talkers
• Newspaper