How We Helped a Much-Loved Local Brand go to the Next Level

Posh Plonk Case Study

The Client

Posh Plonk On Main is a food and beverage venue based in the small Victorian town of Chiltern. Just a short drive from Albury-Wodonga and Rutherglen, the team are deeply committed to showcasing the best that the local region has to offer. With the launch of their new venue, Matt and Karen enlisted our help in promoting their venue, as well as their range of locally-produced wines.

The Challenge

The town of Chiltern is often overshadowed by the Rutherglen wine region for tourist attention, although Posh Plonk on Main has a cult-like following when it comes to those in the know. With plenty of hospitality venues to choose from in the surrounding region, we worked with the Posh Plonk team to make sure they stood out in a saturated market.

The Strategy

With a clear brand tone of voice, we embraced the somewhat sassy tone of the Posh Plonk brand and ran with it, using plays on words and clever copy to strengthen an already strong brand.

In addition to creating the social media accounts for Posh Plonk On Main from scratch, we launched a series of digital ad campaigns to boost our initial following, along with a strategic cross promotion with the existing Posh Plonk Wine social media accounts to reach their existing audience.

We identified the main draw cards of the venue (great food, incredible wine, a gorgeous events space and the team’s commitment to supporting other local producers), and we made these content pillars the focus of the brand’s organic social media strategy.

The result? The venue is now booked solidly on weekends, even during the winter months, and Posh Plonk on Main has become a must-visit venue in the local region.