YELLOW TAG CAMPAIGN

Haus5 Lab.Co had the pleasure of working on the Yellow Tag campaign, a biannual marketing initiative by TotalWine and More that endorses the store's exclusive Winery Direct and Spirits Direct products. The yellow tags placed on store shelves serve as a visual cue for customers to easily identify these specially crafted products.

Our goal was to establish trust between TotalWine buyers and customers by positioning the buyers as experts in wine, spirits, and beer. We aimed to showcase their knowledge, share trending products, and highlight personal favorites.

We portrayed Total Wine & More's buyers as lighthearted and approachable to achieve this goal. We placed them in familiar summer events with which customers could easily connect while presenting delectable recommendations to make summer unforgettable. The tone and timbre were designed to be enthusiastic about the buyer's suggestions. We guided buyers towards bottles of specific varietals and included Winery Direct producer stories relevant to the buyer's recommendation. This approach highlighted TotalWine & More's relatable side by concentrating on the individuals and connections who bring unique options and expertise to the stores. The Yellow Tag campaign was a success, and we were thrilled to have played a part in it.