Vins de Provence Influence

Rosés de Provence x American Cuisine with André Mack.

By blending Provence’s local authenticity with a fresh, Instagram-native strategy, Touché turned rosé into a cultural experience. Partnering with sommelier André Mack and top NYC chefs, we created engaging food pairings that delivered +120% impressions vs objectives, +43% video views vs objectives, ThruPlays at only €0.04, and standout engagement (+120% above META benchmark) across key US markets.

Influence - Content production - Social media - Food & beverage

Provence Hours Campaign

3 Talents
3 US Cities
3 Moments of Consumption

The concept focuses on showcasing diverse Rosé de Provence consumption experiences across iconic (and strategic) U.S. cities, aimed at inspiring millennials to incorporate this refined wine into their everyday lifestyles through the selected work of 3 creators.

Our goal is to pick talents from diverse backgrounds in three U.S. cities: Los Angeles, New York, and Miami. These cities are wine hotspots and attract individuals with an edge. We aim to introduce audiences to three people, sharing their love for Rosé de Provence through intimate dinners, surprising appéritifs, sophisticated celebrations, or reunions with friends…

Despite their different backgrounds, the selected creators share common traits: they are young, energetic, creative, and have a zest for life, with rosé as their go-to for special occasions.