Humanaut announced its first mass media campaign for Bonterra Organic Vineyards, highlighting the sustainable ethos and environmental credentials of America’s favorite organic winery. The ‘Tastes Like Saving the Planet’ campaign  is a departure from traditional wine promotion, appealing to consumers who are looking to change the world with their purchase power while gently poking fun at clichés associated with wine tasting.

Inviting audiences to ‘experience the delicious, totally tasteful taste of saving the planet,’ Bonterra’s tongue-in-cheek 90, 30, 15 and 06 second video ads appear predominantly on Hulu and YouTube, as well as on social and programmatic video. The campaign launched this month.

Selected as the 2020 California Green Medal winner in the Environment category, Bonterra has farmed exclusively organically since 1987. In developing the ‘Tastes Like Saving the Planet’ campaign, Humanaut tapped into Bonterra’s goal to grow awareness among wine drinkers who are regular buyers of natural and organic food but don’t necessarily apply that same logic to their wine purchases.

This meant satirising the frequent absurdity of modern wine tasting notes - ’pencil shavings’ or ‘fresh tennis balls,’ anyone? - as a vehicle for calling out the many, deeper benefits of Bonterra’s winemaking practices. For example, one of the 30 second spots opens with a stereotypically pompous wine drinker likening his wine’s bouquet to raked leaves and shuttlecock; this cuts to people tasting Bonterra wines and remarking that “the nose on this is biodiversity” and “it’s got a big ethically farmed finish.”

“Research indicates that consumers are more receptive when branded communications about sustainability and climate-focused topics incorporate humor, and this inspired us to develop something unique,” said Rodrigo Maturana, VP of marketing for Bonterra. “The new campaign allows us to make meaningful connections with the many wine fans who care about the environment and also appreciate a lighthearted approach.”

Learn more about the campaign and Bonterra’s beneficial practices online.