A full-funnel campaign to mark 20 years of Tar & Roses
BRUNCH SERVICES
The 20-year anniversary presented an opportunity to celebrate that milestone while strengthening connection with customers and supporting direct-to-consumer sales.
This campaign needed to honour the brand’s heritage without relying purely on discount-led messaging. The focus was on building demand progressively, guiding audiences from awareness through to purchase in a structured, considered way.
The brief
The brief was to develop a full-funnel digital campaign to support Tar & Roses’ 20th anniversary, reinforcing the brand’s heritage and leadership in Pinot Grigio while driving commercial performance.
Rather than focusing solely on short-term conversion activity, the objective was to build relevance at scale first. Establish brand presence, drive qualified traffic, and then convert warmed audiences through well-timed performance activity.
Pinot Grigio was positioned as the hero product, supported by creative that balanced milestone storytelling with clear commercial intent.
What we did
We built and executed a structured full-funnel Meta campaign spanning awareness, traffic and conversion stages.
The campaign began with awareness activity designed to reach relevant wine audiences efficiently and reinforce Tar & Roses’ milestone moment. Bottle-first creative and anniversary messaging ensured strong brand recall while maintaining cost efficiency.
Traffic campaigns then focused on driving qualified visitors to site. Lifestyle-led creative paired with question-based hooks proved effective in converting passive awareness into active consideration. This stage delivered 4,795 clicks to the website, building a strong retargeting pool.
Conversion campaigns targeted audiences who had already engaged with the brand. A clear value-led message provided the final prompt for customers already familiar with Tar & Roses, translating existing interest into purchase.
Performance was actively monitored and optimised throughout to ensure alignment between creative, audience targeting and campaign objectives.
scope of work
- Full-funnel paid media strategy and planning
- Meta campaign setup across awareness, traffic and conversion
- Creative and milestone messaging direction
- Audience segmentation and retargeting framework
- Live optimisation and performance reporting
The Outcome
The campaign performed strongly at every stage.
182,769 people were reached during the awareness phase, building a large and relevant audience pool.
Traffic campaigns drove 4,795 qualified visits to site, confirming that creative and targeting were aligned.
Conversion activity delivered a 4.26x return on ad spend, with most purchases coming from audiences who had already engaged earlier in the funnel.
Overall, the campaign demonstrated how milestone-led storytelling, supported by disciplined paid media execution, can strengthen brand presence while delivering commercial performance.
