Graffigna is an Argentine brand with a strong national heritage but still not well established in the United States compared to its competitors. Its main value lies in being a wine traditionally served in hotels and restaurants as an ideal pairing.
We identified an untapped opportunity in the U.S. market: its connection to Argentine “asado,” a growing trend as a premium dining option that no competing brand is leveraging. This connection supports Graffigna’s goal of positioning itself in a more exclusive segment.
We identified a standout case: Guillermo from Labohierro, an Argentine entrepreneur who went viral on social media after crafting a custom Argentine grill for Lionel Messi.
Together with Guillermo, we developed an initiative to bring that unique experience—custom-made grills from Argentina—to anyone in the United States. Because just like Messi, everyone can now enjoy the greatest grill paired with the greatest wine.
We developed the “Grab the Greatest Grill” campaign targeting grill enthusiasts, pairing lovers, and fans of the Argentine asado lifestyle.
The campaign featured graphics portraying a champion with their trophy, complemented by a commercial reinforcing the brand’s core message, “G is for Greatness,” while inviting participation to win a custom grill made in collaboration with Labohierro.
As a result, five winners would receive an unique, handcrafted grill from Argentine artisans, shipped hundreds of miles directly to their homes.
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