M&C Saatchi Partners with Queer Britain to Launch Brave Original Wine Brand Madame F

Queer Britain, a charity working to establish the UK’s first national LGBTQ+ museum, has teamed up with creative agency M&C Saatchi to launch Madame F, a brave, original wine brand.

M&C Saatchi worked closely with Queer Britain and Madame F to develop the brand identity, logo, packaging and retail partnership strategy for the range of wines. While global communications agency, M&C Saatchi TALK has supported on the strategic direction for the social and influencer campaign, and with the crafting of the campaign’s overarching message track.

Madame F is inspired by and created for the LGBTQ+ community and its allies, and comprises three variants: a  lively white, smooth red and fruity rosé.

The new brand, Madame F, is the product of pride, passion and pizazz, representing creativity, inclusivity, and originality.

The agency developed the strapline “Brave, Original Blends”: an inclusive perspective and an antidote to the often-stuffy wine market; supported by a colourful, playful brand identity. 

Queer Britain and Madame F are also announcing the launch of the inaugural Queer Britain Madame F Award, celebrating queer creativity: pride, passion, inclusivity and originality.

Inspired by illustrator Justin Kemp, whose iconic Susy the Frog image graces the three Madame F wine labels developed by M&C Saatchi, the Queer Britain Madame F Award invites artists to share illustrations, paintings or drawings that celebrate the theme of Queer Creativity. 

Three winners will receive a cash prize, with their artwork featuring on official Queer Britain merchandise, supporting the creation of the UK’s first national LGBTQ+ museum, a place as exciting as the people, stories and ideas it explores and celebrates. The museum will be an essential place for all regardless of sexuality or gender identity, to find out about the culture they have been born into, have chosen or seek to understand. 

The prize will be judged by a panel of creative experts and friends of Queer Britain including artist and cartoonist Kate Charlesworth; DIVA magazine editor Roxy Bourdilon, and M&C Saatchi’s Chief Creative Officer, Ben Golik, 

Madame F is the sponsor of the Queer Britain Madame F Award and has committed £30k to supporting this and the creation of the UK’s first LGBTQ+ museum.

M&C Saatchi has also developed a marketing push to support the launch of Madame F, with activity running across social channels. Oscar winning screenwriter, director, producer and LGBTQ+ rights activist Dustin Lance Black is amongst the influencers who will be supporting the initiative.

The partnership with Queer Britain is part of M&C Saatchi’s broader ongoing commitment to diversity and inclusion.

Joseph Galliano, CEO and Co-Founder of Queer Britain, said: “M&C Saatchi have been the perfect partner, as their work on this wonderful Madame F collaboration demonstrates: generous, creative and supportive. They always ask, “what do you need?” and offer outstanding solutions and the resources to deliver them. They lifted us up onto their considerable shoulders and helped this young charity with grand ambitions to punch well above its weight. They welcomed us into their family at the earliest part of our journey and have stayed the course.”

Ben Golik, chief creative officer, M&C Saatchi, added: “I’m so proud of our ongoing relationship with Queer Britain. Their incredible vision to create an LGBTQ+ museum will fill an important gap in the country’s commemoration and celebration of queer culture. This launch not only supports this noble goal, but also creates a platform for queer artists to be seen, and be paid, for their creativity.”

Entries to the Queer Britain Madame F Award are now open at queerbritain.org.uk/artaward2021 until 12th November 2021. Participants should send an illustration, painting or drawing that celebrates the theme Queer Creativity, along with a maximum 200-word explanation about how their entry represents Queer creativity and what that means to them. There are three cash prizes for first, second and third place (£1,500/£1,000/£500) and winning entrants will be exhibited by Queer Britain. Winning images will help support the mission of Queer Britain in setting up the national LGBTQ+ museum, for all, by featuring on official QB merchandise.

The Madame F collection is available to buy now from Amazon.