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Concha y Toro has lined up an advertising activation in the US for its Californian wine brand, Bonterra.

The campaign, 'Tastes Like Saving the Planet', launches this week and will highlight Bonterra's organic credentials. Led by an online ad, which can be viewed here, the push intends to "appeal directly to consumers looking to change the world through their purchases".

The spot runs on YouTube and Hulu as well as on "a targeted mix of culinary-, entertainment- and wellness-tailored digital media networks", Concha y Toro said.

Financial details behind the activation were not disclosed.

"Research indicates that consumers are more receptive when branded communications about sustainability- and climate-focused topics incorporate humour," said Bonterra's VP of marketing, Rodrigo Maturana. "The new campaign allows us to make meaningful connections with the many wine fans who care about the environment and also appreciate a lighthearted approach."

In results for the three months to the end of March, announced in June, Concha reported a leap in its overall sales in the US of 37%. The Chile-headquartered wine group owns the Fetzer brand as well as Bonterra in California

Concha y Toro Performance Trends 2015-19 - results data


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