The client had recently launched a new insect control product for Lightbrown apple moth — a common pest of wine grapes. Although the company name and the “Isomate” brand was well known in other horticultural markets (in particular apples and peaches), the product for grape growers was still a newcomer in the marketplace.

Experience in other market segments had shown that word of mouth recommendation from other growers was the strongest endorsement for any new horticultural pest control product.

It was therefore decided to base the advertisement around a series of positive testimonials from vineyard operators in different parts of Australia. A photo of each grower in their vineyard was included.

The advertisement was run in two national wine industry magazines.