The campaign consists of one 60-second and two 30-second spots. The new ads, with the tagline "Taste the Commitment," were directed by Chris Smith, whose 2000 documentary film "American Movie" was nominated for an Academy Award. They feature gently humorous vignettes from the life of Sutter Home owner Bob Trinchero, focusing on Bob's passion, from an early age, for viticulture. Bob is depicted questioning the food and beverage pairings in his elementary school cafeteria, conducting irrigation experiments on the high school football field, and using his military duty to collect soil samples, all portending the success he and his winery would one day achieve.
The campaign, airing exclusively on the nation's most popular cable channels -- A&E, Comedy Central, Discovery, E!, ESPN, Food Network, Home & Garden, the Learning Channel, Lifetime, the Travel Channel, USA Network, and VH1 -- will reach 60% of adults aged 25-54 an average of five times during November and December, for a total of nearly 400 million impressions. The ads will also be viewable on www.sutterhome.com, Sutter Home's popular website. A 12-month companion print advertising campaign, running in alternate months in Wine Spectator and Wine Enthusiast magazines, will reinforce the family and quality message.
"In a sea of wine brands devoid of heritage or authenticity, the Trinchero family and Sutter Home represent a true American success story," says senior marketing director Rob Celsi. "We don't have to invent a story about our wines -- we just need to let consumers know there is a wonderful family behind our brand, whose passion and total commitment to quality drives everything we do."
