KB&P Clicks On Wine

S.F. Shop to Help Virtual Vineyards Expand
SAN FRANCISCO–Kirshenbaum Bond & Partners West has picked up an estimated $2-3 million ad account from Internet-based wine and gourmet food retailer Virtual Vineyards, following a review that included two other Bay Area shops.
Incumbent Left Field in San Francisco was a finalist, said sources. The other shop in the review was not disclosed.
“We hired KB&P West because of their strong experience in consumer brand advertising and their innovative approach to creative,” said Rita Belle, director of marketing and advertising at Virtual Vineyards.
“We’re happy to take on a brand that people are so passionate about,” said Nigel Carr, managing partner and general manager at the San Francisco agency. “Buying wine can be intimidating, and there’s a massive opportunity to promote the enthusiastic education that Virtual Vineyards provides online. We’re thrilled to have the chance to make them as famous offline as they already are on the Web.”
KB&P has already created some Web banner ads for the client that will run through the holiday season. An integrated branding campaign will be launched early next year.
Carr said KB&P West and Virtual Vineyards are still in the strategy stage of their ad plans for next year. In the past, the client has relied heavily on direct mail, online ads and word of mouth to promote its Web site at www.virtualvin.com. The company now wants to pursue more traditional efforts, such as print and radio advertising, to build awareness among consumers.