Chateau Ste. Michelle Reintroduces Wine Brand Through Strategic Out of Home Campaign
PJX Media was excited to partner with agency RYGR and their client Chateau Ste. Michelle to help introduce the winery's refreshed brand identity through a strategic out of home campaign.
Chateau Ste. Michelle recently underwent a brand refresh to modernize its image while staying true to the quality and heritage that have defined the brand for decades. The campaign focused on building awareness around the rebrand while encouraging consumers to purchase Chateau Ste. Michelle wines at local grocery retailers.
Out of Home Media Strategy for Chateau Ste. Michelle’s Brand Refresh
The OOH media plan focused on reaching shoppers where purchase decisions naturally happen. The campaign prioritized placements near major grocery chains across key markets, keeping the brand top of mind as consumers made their way to the wine aisle. Seattle, home to Chateau Ste. Michelle's winery, also played an important role in the campaign, reinforcing the brand's roots while supporting awareness in its hometown market.
To support the brand refresh, the campaign utilized a diverse mix of out of home formats that allowed Chateau Ste. Michelle to reach consumers across multiple environments throughout their day.
The media plan included billboards, handpainted wallscapes, kiosks, indoor digital screens, and place-based media, creating consistent visibility across priority markets. A spectacular at Grandscape and a network of digital screens at Victory Park delivered, along with a digital mobile billboard, delivered the brand’s message with impact and frequency.
The variety of formats provided repeated exposure as consumers moved throughout their day: from lifestyle centers and food halls to neighborhood roadways and retail corridors, each placement played a role in reinforcing Chateau Ste. Michelle's refreshed identity and keeping them top of mind.
Why OOH Works for Food & Beverage Brands
Out of home has the unique ability to influence shoppers as they're already out running errands, commuting, or visiting retail destinations. By placing media near grocery stores, Chateau Ste. Michelle was able to connect with consumers at a moment when purchasing decisions were just around the corner. For consumer packaged goods brands, proximity matters.
Research continues to support the impact of OOH for consumer packaged goods brands.
According to OAAA, the CPG food category sees the greatest improvement in purchase intent when OOH budget allocation is optimized, delivering up to a 61% improvement in return on ad spend.
At PJX Media, we've helped food and beverage brands use out of home to connect with consumers. With access to inventory across the globe, paired with data-driven media planning, we deliver smarter OOH campaigns. Whether you’re an established brand or an emerging one, we are here to help!
