Uncomplicating the Category: Bread & Butter Wines Says “Don’t Overthink It”

Life has gotten much more complicated in 2020, and Bread & Butter Wines wants to make it much easier. In a new 360-degree marketing campaign, Bread & Butter has one piece of advice – “Don’t Overthink It.” Rolling out now, the new campaign juxtaposes complicated life decisions and overworked wine tropes with the simple, reassuring choice of picking up a bottle of Bread & Butter wine.

“It’s time to uncomplicate the category,” said Jeff Ngo, Senior Vice President of Marketing for Bread & Butter Wines. “Bread & Butter’s no-nonsense, stylish package and high-quality wine in the bottle make the portfolio a simple and delicious choice for easygoing enjoyment. No matter the situation, ‘don’t overthink it.’” 

Today, Bread & Butter is the fastest growing wine brand in the $12-$15 category. To support this growth, the new “Don’t Overthink It” campaign, developed in conjunction with Bread & Butter Wines’ creative agency Deloitte Digital’s Heat, offers an omnichannel approach. They worked with strategic media partner Coegi to execute media buying across audience touchpoints, including digital social media and display ads, YouTube video, connected TV ads on platforms such as Hulu, as well as out-of-home and in-store POS. The creative highlights complicated situations, either in everyday life or in this unique, pandemic environment, and shares a simple way to cut through the complexity. For example, as the holidays approach, more questions arise about how to celebrate this year, and Bread & Butter gives the audience the freedom to take these decisions one day at a time. In a series of social media ads, the brand reminds consumers that they ‘are buying wine, not a condo.’ Each ad ends reassuringly with the tagline, ‘Don’t Overthink It.”

“The media plan meets our target audience where they are throughout their day,” added Ngo. “As Bread & Butter rapidly gains in popularity across the country, we created a campaign that speaks to our times as well as a long overdue need to cut through the complicated nature of wine.”