Trader Joe's: #WineAboutIt

A social media campaign concept meant to celebrate the extensive and passionate wine community of Trader Joe's.

The Challenge

For a class project, our group was tasked with creating a social media campaign for Trader Joe's with little to no budget. Our goal was to provide a strong concept that speaks to the brands culture and identity. Our researched showed us that Trader Joe's has a strong social community centered around their wine collection, so we set out to create an experience that focuses on why people drink wine.

"Create a social campaign on a limited budget for the Trader Joe's brand that speaks to their identity and culture."

The Solution

Using social media as a platform, we created a way for fans to connect with the brand and each other. Centered around the #WineAboutIt, Trader Joe's customers can tweet at Trader Joe's all their many frustrations that can only be solved with a glass of wine. Trader Joe's would create custom wine bottle labels using the best user generated content in select markets.

As an extension to the idea, we proposed creating a microsite where customers can create and order their own custom #WineboutIt labels and bottles that could be picked up at their local Trader Joe's.

Still Curious?

"When mobile games required double A batteries."
–Brought to you by the 90s

For more information on my background and experience click "Resumé”. Click "Work" if you want to view more projects. 

Let's Talk!

"The era where downloading music meant waiting by the radio for your song to play." 
– Brought to you by the 90s
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Lenton Alston III

Experience Designer