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Concha Y Toro launches in-store promo with check-in stunt

Wednesday October 1, 2014 at 3:35pm
Chilean wine retailer Concha Y Toro launched its latest on-pack promotion for Isla Negra wines with an in-store prize stunt at Tesco in Coventry. The on-pack promotion is running until March 30 2015, and there are up to 50 prizes of £3,000 to spend on a holiday. A Coventry couple shopping in their local Tesco store at the Ricoh Arena were presented with a cheque for £3,000 to spend on their dream holiday after discovering a winning bottle of Isla Negra wine at the Tesco Arena store in Coventry. The stunt included a flash-mob of actors in holiday outfits, who surprised the winning couple at the prize checkout with their Hawaiian shirts, suitcases, surfboards and snorkels. The Tesco promptly turned into an airport check-in and a giant boarding pass with the £3,000 value printed on it was presented to the pair. To enter the on-pack promotion, consumers need to enter the unique neck-collar code and play a fun beach game on the competition site myislanegra.co.uk to find out if they've won. Clare Griffiths, Concha Y Toro marketing director, says: "We wanted a fun and exciting way to launch the latest promotion, and working alongside Tesco to deliver the stunt has been a great way to engage directly with our mutual customers." The competition is part of the brand's #MyIslaNegra campaign and was created for Concha Y Toro by integrated agency, The Seed Group. The in-store stunt was conceived and delivered by experiential agency LIVE.
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