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Duncan Channon Named Creative and Media AOR for Fetzer’s Bonterra Organic Vineyards

Hires, Wins & Business 61 Add to collection

Duncan Channon will be responsible for creative and media to build the Bonterra brand

Duncan Channon Named Creative and Media AOR for Fetzer’s Bonterra Organic Vineyards

Independent Duncan Channon has been named creative and media agency of record for Bonterra Organic Vineyards, the first organically farmed Climate Neutral certified wine. Based on Bonterra’s strong sales momentum and growth potential, parent company Fetzer Vineyards is making its largest marketing investment to-date in the Bonterra brand. 

Duncan Channon will be responsible for creative and media to build the Bonterra brand, including launching a new integrated campaign in fall 2022 that will include video, print, influencer and social media activations. The agency’s first task will be developing the brand strategy to tell Bonterra’s organic agriculture and climate leadership story.

Since its founding in 1987 well before buying organic was popular, Bonterra has been committed to organic and regenerative farming. In 2020, Bonterra was awarded the 2020 California Green Medal in the Environment category in recognition of its environmental stewardship and leadership in climate-smart winegrowing. In 2021, the company became the first organically farmed Climate Neutral certified wine. 

“Duncan Channon impressed us by capturing the essence of the Bonterra brand in the pitch,” said Rachel Newman, VP marketing. The team’s ambitious creative ideas, and expertise in influencer and social media marketing, set them apart as the ideal collaborators to help grow Bonterra’s purpose-led brand among values-driven Gen Z and millennial wine drinkers.” 

The business was awarded to the agency in January 2022 following a competitive review in fall 2021.

“Our agency has had the privilege of growing a number of wine brands in our history, but Bonterra’s legacy of innovation and leadership unlocked our team’s full passion,” said Andy Berkenfield, CEO, Duncan Channon. “We thrive with clients who invite us to roll up our sleeves alongside them to help define and build their brand. We look forward to unveiling our campaign to elevate Bonterra’s reputation among wine drinkers and the industry at large.” 

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Duncan Channon, Tue, 29 Mar 2022 13:17:53 GMT