At the end of a hard day, you drink a glass of good wine and you realize that things are not so bad. At the end of a hard year, you have a glass of good wine with your loved ones and you realize that no one can take the most important things from you. At the beginning of a new year, worship a glass of good wine and hope for the best. We are beings of tabiets, and wine is one of our habits, marking both the important moments and those of ordinary days.
Wine is a comfort product, he says Ana Necșulescu, Marketing Manager Jidvei, a product that encourages socialization. And in the pandemic, when restaurants did not operate at full capacity, people turned to the retail area and online stores to buy wine and enjoy it with those close to them.
The trend towards premium products will continue, as consumers are more attentive to what they buy. Maybe the need to travel pushes us to explore more the gastronomy area and to discover, from the comfort of our own house and just a click away, new tastes, special wines, to create special experiences for ourselves and our loved ones, says Ana
To bring the audience closer to the story Jidvei, the company launched the Adevărul Jidvei campaign last year, where it talks about the decades-old traditions of Jidva wines, their diversity, and about the technology and innovation of recent years. In the lines below, we talk with Ana Necșulescu about the truth of wine, how the Romanian market has evolved and how consumers’ habits have changed, but also about the adaptation to the unusual situation of the pandemic and the plans for 2021.
2020: Adaptation & intensification of e-commerce
2020 was a completely atypical year. We started with many plans, but in March we had to evaluate the situation as objectively as possible and rethink the entire communication strategy and more. Most of the projects we thought of continued, but the pandemic forced us to change our priorities. Except for the quarantine period, 2020 was as crowded as in previous years and we managed, despite the challenges, to complete many of the projects we set out to do.
As consumption and buying habits have changed, we considered it necessary to keep up with new technologies and trends in order to be as close as possible to our consumers. Our e-shop has become an integral part of the site www.jidvei.ro, and in order to facilitate users’ access to Jidvei’s products, we have extended the ranges present in online store. We also wanted to promote wine tourism activities, visits and tastings at Bethlen-Haller Castle and therefore, we created a dedicated section on the site – Castel.
During this period, we enjoyed a good retail presence, consolidated over time and supported by the notoriety of the Jidvei brand, we intensified partnerships with other e-commerce sites and we focused on promoting in the online environment. . But we wanted to do more, to bring the public closer to our products, to know the story and the truth behind them. That’s why in December we launched a campaign that focuses on wine because we believe that our wines best say “The Truth of the Jew.”
Jidva’s Communication: The Truth of Wine
For Jidvei, the last 20 years have meant major investments directed towards technologicalization and modernization. All this has materialized in the improvement of the vinification process, which ensures a superior quality of our wines. Starting with 2018, we considered it natural that part of the budget should be directed to develop a more consistent communication, both in the area corporate, as well as in the product area.
In 2019, we launched the first national campaign, a campaign corporate built around the message “The first place is just the first step”, through which we wanted to mark the evolution of Jidva’s brand. We believe in overcoming barriers and look optimistically to the future and thus, we have created a manifesto for passion, courage and dedication, attributes that represent our values, the engine that brought us first and will carry us forward.
2020 meant a continuation of communication actions with a campaign that brought Jidva’s wines to the forefront, because they speak best of who we are now. The concept of this campaign started from the Latin proverb “In vino veritas”, which we tried to translate into our language: what is the truth for us, what is the truth about us – what do we do and how do we do, what are our performances and what we tend.
Jidvei owns one of the most diversified product portfolios on the Romanian wine market, the result of investments and work of a team of talented people, and through this campaign we wanted to bring to the public some of the perfect wines of over time with passion, dedication and a lot of creativity.
The protagonists of this campaign were the still wine, the sparkling wine and the wine of Jidva, each of them being presented in a context that emphasizes those characteristics that differentiate them from other products on the market, their intrinsic truth.
Quiet wine is a product that surprises very well terroirThe special feature of Târnave Vineyard, each wine chosen to be part of this campaign speaks to a certain extent about the connection between the vine, the fertile land and the skill of our specialists.
Then we talked about another important truth for us: Jidvei is the oldest producer of sparkling wines obtained by the traditional method from Romania and we are proud to carry on this tradition of over 60 years. Last but not least, we want to encourage the consumption of sparkling wine in Romania in order to properly reward the work over the year necessary to obtain this very special wine.
We couldn’t help but talk about Jidva’s wine and about a centuries-old tradition of Transylvania – the production of wine distillate by Saxon winemakers. We are glad to respectfully carry on this tradition and, especially, we are glad that Jidvei is today the largest producer of wines with Geographical Indication in Romania.
The results of this campaign were very good, I could say that, in some places, even above our expectations, exceeding the indicators estimated by reach. The public reacted positively both to the spots broadcast on TV, and to the actions carried out in the online environment (Facebook, Instagram, YouTube, google ads, etc.). Our estimate was cautious given that the period December 3 – 31 is very competitive in the field of advertising, but the target – all urban 25 – 65 years – appreciated the creative content and different tone of voice of our campaign , and Jidvei had the best exposure in the category in December.
Through our entire activity we want to put Romania on the map of viticulture and vinification worldwide, an ambitious goal that we meet step by step because we have the courage, experience and passion to get there. This is the truth.
Consumers are more careful about what they buy
Jidva’s consumers are those who already know the brand and those who want to discover the story of our wines. Jidvei is a brand with a notoriety built over the decades, and we want to show that Jidvei means both innovation and courage. In order to be as close as possible to the young audience, we plan to launch new products addressed to it, for which creative positioning, story and history matter as much as the product itself.
Consumption habits have changed as a result of the negative effects of the pandemic on the HoReCa area. Wine is a comfort product, a product that encourages socialization and, although the restaurants did not operate at full capacity, people turned to the retail area and online stores to buy wine and enjoy it with them. by those close to him.
The Romanian wine market is in a continuous development and is becoming more and more competitive every year, which makes us happy and motivates us to invest and come up with a bolder communication vision. And in terms of trends, I think it will continue the trend towards premium products, because consumers are more attentive to what they buy. Maybe the need to travel pushes us to explore more the gastronomy area and to discover, from the comfort of our own home and just a click away, new tastes, special wines, to create special experiences for ourselves and our loved ones.
Source: IQads by www.iqads.ro.
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