Skip to main content

Gonzalez Byass UK partner with Media Bounty for Tio Pepe influencer campaign

by Emma Tozer - September, 2019

Tio Pepe What the Fino? influencer campaign.

We’re pleased to unveil our latest work for Gonzalez Byass UK – an explorative influencer campaign for Tio Pepe. ‘What The Fino?!’ takes a tongue-in-cheek approach to asking lifestyle, food and drink influencers to share their thoughts on the unique drink. All with the aim of building awareness with a new, younger audience.

Tio Pepe has a rich heritage, stretching back to the early 19th century. It’s the signature Fino sherry of the Gonzalez Byass portfolio and loved by the trade for its quality and heritage. Most mainstream consumers don’t know what Fino is though. And some may dismiss it due to its unique (and somewhat difficult) taste profile.

To bring in a new, younger audience, we wanted to target discerning drinkers and encourage them to ‘discover’ Tio Pepe. That meant embracing the challenge of getting into Fino and being glad they did.

The influencer campaign asked a selection of creators from different categories to experience the drink with friends and highlight different ways to enjoy it. Educational brand-led content will support it.

Jake Dubbins, Managing Director at Media Bounty, said: “There is a genuine uniqueness to Tio Pepe that we wanted to harness and help them share. Our cheeky approach with What The Fino?! (WTF) helps the brand stand out not only online, but on supermarket shelves. With the ultimate aim of encouraging people to pick up a bottle and try it for themselves.”

Alison Easton, Marketing Director at Gonzalez Byass UK, said: “Media Bounty once again have come up with an approach that helps us build awareness for a product very near and dear to us. We know the challenges people can have getting in to Fino, but can’t wait for new audiences to discover and enjoy Tio Pepe.”