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The Richards Group’s upcoming campaign for Robert Mondavi’s Woodbridge label will target “wine casuals,” typically women less interested in a vintage’s pedigree than its ability to elevate a simple dinner or a relaxing evening with friends.
“We want to break conventions in wine advertising,” said Rich-ards principal Diane Fannon. “It’s not about sitting in a canoe with some guy in the middle of a pond. These women want to see the way they use wine reflected realistically in their lives.”
The Dallas agency, led by Fannon, defeated Deutsch/LA in the finals of a review last week to win creative and media duties on the estimated $10-15 million account.
Incumbent Dailey & Associates in West Hollywood, Calif.,
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