Best kept secret.
Although Edna Valley Vineyard has been around for nearly four decades, few people outside of California have ever heard of the brand. Social conversations told us that most California wineries are thought of as 'destinations', with spas, celebrity chefs and tours being hot topics. And, most importantly, our target liked to 'discover' new wines.
So we developed a campaign based on the premise that the folks in Edna Valley have intentionally kept their premium, great-tasting chardonnay a closely guarded secret from the rest of the country. After all, they didn’t want word to spread or their ‘golden child’ might be in short supply. But over time it was inevitable that the secret would get out, and people everywhere would discover the award-winning wines from Edna Valley Vineyard.