The Bureau Interprofessionnel des Vins de Bourgogne (BIVB) launched a new communication campaign in December 2024. Under the tagline "Tellement" (French for "so"), the BIVB aims to "break with preconceived opinions" and "modernize its image," according to the Bureau's press release.
After ten years without visible external communication, the BIVB is now investing €2 million in the new campaign. This initiative is co-financed by the French Institute for Agricultural Products and Marine Products, FranceAgriMer. The campaign, which runs until June 2025, includes posters, print media, and digital media, focusing on the Burgundy and Chablis regions.
Accessible to all
According to the BIVB, the nine key visuals (5 for Burgundy, 4 for Chablis) emphasize the accessibility of the wines. "Our goal is to invite everyone to discover or rediscover the wines of Burgundy, their diverse terroirs, and their many facets. No, they are not reserved solely for an elite; there are also more modest and truly accessible appellations," says Michel Barraud, Vice President of the BIVB's Communications Commission. The Burgundy wines are to be presented as modern and uncomplicated. Simple, colorful images with strong keywords highlight the diversity of the protected designation of origin, according to the press release.
The wines of Chablis, on the other hand, are intended to be presented as "a given in the world of white wines." "Chablis wines are a reference in the world of white wines. Chablis represents a unique style, a reliable value. This certainty is what the campaign aims to highlight: Chablis always has its place, whether for an aperitif or special occasions," says Paul Espitalié, Vice President of the Chablis Commission of the BIVB.
Agile and adaptable
"The campaign primarily targets the millennial audience (25-39 years old) who consume wine, without forgetting the somewhat older, loyal consumers, while the Chablis wines specifically target young, urban white wine lovers," according to the press release. The usual prejudices against Burgundy wines are being broken down on this occasion to convey a modern and uncomplicated image.
In addition to accessibility, the campaign also highlights the environmental commitment of the Burgundy wine sector. Three main themes are addressed through the ads ‘Sustainable,’ ‘Agile,’ and ‘Committed’: decarbonization, sustainability, and quality. The BIVB presents the corresponding projects on its website. Frédéric Barnier, Vice President of the BIVB's Technical & Quality Commission, explains: "Burgundy is innovating to adapt to ecological challenges and meet consumer expectations. We want to convey this message of commitment through this campaign."
