Formaggio Restaurant and Krater 96

The Challenge

In a competitive radio market the challenge is to brand the restaurant and build on “Top of Mind Awareness” using a different, more creative approach than all other commercials on air.

The Resource

Starting in November, Formaggio’s General Manager and Wine Aficionado began to write one of the first “Wine Minutes.” The first 30 seconds of the spot is a well-spoken information piece uncovering an interesting fact about wine. That fact ties into the type of wine the restaurant is featuring along with the chef's special entrée (20 sec). The last 5 seconds is the close, where President Wes Zane always tells the listeners, ”... and don’t forget to drink your wine.”

The Idea

Each month, four different spots are used - one for each week. The spots are then recorded and produced in the Krater 96 studio. Now, every week night on Krater 96.3 when listeners are on their drive home … thinking about their dinner and choice of wine for the night, they will hear the Formaggio Wine Minute.

The Results

After only 3 months of air time, the Formaggio Wine Minute has captured a unique targeted audience that values good food and fine wine. The Formaggio Wine Minute is projected to run throughout the year, continuing to educate the Krater 96 listeners on the facts of fine wine.