Objective

In a world where wine campaigns often focus solely on the bottle, Rioja Paired goes beyond the glass—bringing to life the culture, history, and gastronomy that make Rioja the most prestigious wine region in Spain. This four-episode documentary immerses audiences in Rioja’s landscapes, winemaking traditions, and perfect food pairings, making it more than just a wine series—it's a journey into an authentic way of life.

A Unique Blend of Storytelling and Passion

What sets Rioja Paired apart is its passion-driven yet approachable storytelling. Hosted by Marti Buckley—an award-winning chef, author, and lover of Spanish cuisine—the series delivers authentic insights from someone who has immersed herself in Spain’s food and wine culture. Through Marti’s lens, viewers don’t just learn about Rioja; they experience it, forging an emotional connection that drives brand loyalty and purchase intent.

Through engaging storytelling and expert insights, the series aims to:

• Educate Consumers – Highlight Rioja’s diverse wines, unique terroirs, and winemaking heritage.
• Inspire Pairings – Demonstrate how Rioja wines complement a variety of cuisines, from traditional Spanish dishes to global flavors.
• Strengthen Brand Identity – Position Rioja as a world-class wine region with a rich history and innovative future.
• Engage New Audiences – Reach foodies, wine enthusiasts, and travelers who seek authentic culinary experiences.
• Drive Interest & Sales – Encourage viewers to explore, purchase, and enjoy Rioja wines in their everyday lives.
• By blending food, wine, and travel, Rioja Paired fosters an emotional connection to Rioja, making it the go-to wine for special moments and everyday enjoyment. Thus the campaign could maximize reach and impressions.
• Emotional connection through Marti Buckley.

Strategy

Rioja: A Celebration of Culture

Wine, food, art, architecture, and nature are at the heart of Rioja’s identity. Rioja Paired brings these elements together, offering an immersive experience that showcases how Rioja’s culture is reflected in every bottle. The series highlights:

• Century-Old Cellars – Exploring Rioja’s historical wineries that have preserved winemaking traditions for generations.
• State-of-the-Art Wineries & Luxury Hotels – Highlighting innovation alongside heritage in Rioja’s wine tourism.
• Michelin-Starred Kitchens – Featuring chefs who craft culinary masterpieces that perfectly pair with Rioja wines.
• Historic Vineyards – Journeying through ancient vineyards that produce some of the world’s finest wines.
• Stunning Architecture & Natural Landscapes – Capturing Rioja’s breathtaking scenery that enhances the experience.
• Art & Heritage – Showcasing the deep artistic and architectural legacy that shapes Rioja’s identity.

Strategic Digital Execution & Measurable Impact

The campaign was strategically designed to reach food lovers, wine enthusiasts, and travelers, maximizing awareness and engagement. The campaign included:

• A microsite featuring the series, recipes, and additional content.
• Social media promotion across Instagram, Facebook, and X.
• A YouTube paid campaign for maximum reach.
• In-flight ads with American Airlines, reaching an engaged travel audience.

Results

Outstanding Results

This multi-platform approach delivered exceptional results, with:

• 18 million+ digital impressions in just three months (Sept–Dec).
• 44% engagement rate across social media platforms.
• Organic coverage in high-profile publications like Men’s Health, increasing credibility and reach.

Why Rioja Paired Deserves to Win

Rioja Paired is not just a wine campaign—it’s an experience. By seamlessly blending wine, food, arts, architecture, and nature, this initiative has elevated Rioja’s image beyond the wine industry, connecting with new and diverse audiences in an authentic and emotionally engaging way. It’s a benchmark campaign for the future of wine marketing, demonstrating how storytelling, digital media, and cultural immersion can transform brand awareness and sales impact.

Media