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“Wine lovers are a special group of people,” said Nikki Hellyer, marketing manager at Sandhill. “They actively seek information about wine.” Therefore the campaign was built around a strategy that relies on long copy ads that tell a story about each Sandhill vineyard. “We tried to capture the distinct personality of each vineyard,” said Hagan Ainsworth, creative director. “We were careful to avoid overbearing visuals and cheeky headlines, because we didn’t want anything to distract from these compelling pieces of non-fiction.”

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