EOFY is the most competitive stretch on the wine marketing calendar — every retailer runs a sale, and cutting through requires more than a discount. For their 2026 EOFY campaign, Pikes Wines wanted to know which offer would actually move their audience: a straightforward percentage-off deal, or a bigger-sounding, curated bundle.

We decided to run a two week meta campaign testing two distinct creative and copy routes head-to-head, rather than guessing which would perform.

For their 2026 EOFY campaign, Pikes Wines wanted to know which offer would actually move their audience: a straightforward percentage-off deal, or a bigger-sounding, curated bundle.

EOFY is the most competitive stretch on the wine marketing calendar — every retailer runs a sale, and cutting through requires more than a discount.

Brunch ran a 15-day Meta campaign (15–30 June) testing two distinct creative and copy routes head-to-head, rather than guessing which would perform.

• Route A — Six-Packs: 25% off selected six-packs, with free delivery on orders over $249. Customers could see and choose exactly which wines they were buying.
• Route B — Mystery Dozen: 30% off the returning Mystery Dozen, a curated 12-bottle bundle with a higher headline discount but less visibility into contents.

Meta strategy combined a broader conversion campaign with DPA support, letting warm, high-intent audiences convert efficiently through dynamic retargeting while the conversion campaign carried the heavier lift of reaching cold audiences. Layering DPA on top of the winning creative route — rather than splitting budget across both offers — meant spend concentrated where it converted, which is what drove the blended 15.45 ROAS.

• Campaign strategy and planning
• Paid social advertising
• Offer and wine pack development

The six-pack offer won outright. Every dollar of spend and every attributed purchase went to that creative — the Mystery Dozen, despite the deeper discount, generated no traction.

Our read: a lower price point, greater product choice, and the ability to see exactly what's in the box mattered more to Pikes' audience than a bigger percentage off — especially among cold audiences meeting the brand for the first time. A bigger discount on an unknown bundle asks for more trust than a smaller discount on a wine you can already see and recognise.

Results

• 42 purchases — at a 15.45 blended ROAS across the six-pack campaign
• Dynamic Product Ads (DPA) — delivered 22 purchases at a 22.01 ROAS and $14.38 cost per purchase — 52% of total purchases, and 39% more cost-efficient than the main conversion campaign
• Main conversion campaign — delivered 20 purchases at an 11.05 ROAS and $23.56 cost per purchase
• Warm audiences — drove 60% of purchases from just 35% of spend, at a $13.77 blended cost per purchase
• Cold audiences — generated 8 purchases at a $38.23 blended cost per purchase — a reminder that acquisition costs more, but the six-pack offer's clarity still made it the stronger route for reaching new customers

In a crowded EOFY market, the easiest offer to understand often outperforms the one that looks like the better deal on paper. Clarity, visible product choice, and a lower barrier to a first purchase beat a bigger discount wrapped in mystery — particularly with audiences who don't yet know or trust the brand.