*SPEC AD: Wine Country Ontario
I came across Wine Country Ontario's underwhelming original print ad in the LCBO's Food & Drink magazine (first image).
Research into the wine industry reveals consumers are heavily influenced by wine critics.
Research also reveals Canadians prefer imported wine & are hesitant to try local; yet, Ontario produces world-class wines that are getting international attention.
This series of print ads plays on the Canadian inferiority complex, using actual quotes from renowned critics & a snappier tagline.