Food and Wine Pairings, featured across Apothic social channels
Photographer: Max Bridge, Square Mountain
Producer: Emilia Harris
Creative Director: Jamie Readon
Art Director: Kiera Black
Food stylist: Vicki Smallwood
Prop Stylist: Theresa Bates
Agency: Sticky Content
In the run-up to the Rugby World Cup, Accolade Wines wanted to position Kumala, a wine defined by its South African cheekiness and flair, as the ideal tipple to enjoy alongside a weekend barbecue, or "braai". But in order to sell the wine, we had to sell the notion of a characteristic South African braai, a concept not often recognised in Britain.
To build brand loyalty and position Kumala as a top choice for a Rugby World Cup beverage. To concept, direct and produce 8 assets (moving and stills) heroing Kumala's varietals, in situ alongside popular braai-style snacks in Kumala's characteristic vibrant and playful style. Each asset had to be delivered with supporting copy.
Luckily, having a South African dad made planning and sourcing suitable braai food rather easy, as was designing a look and feel in line with Kumala's playful brand. Taking inspiration from the popping, colourful sets of food photographer Louise Hagger, I concepted a variety of lifestyle and project shots heroing the various wines alongside beautifully styled barbecue treats. The aim was to capture the informal, beachy vibes of the Kumala brand, which centres around laidback, fun times with friends.
The project took 6 weeks to complete, from response to brief to final delivery of assets.