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Uncomplicating the Category: Bread & Butter Wines Says "Don’t Overthink It"

·3-min read

In an increasingly complicated world, new 360-degree campaign gives wine lovers the freedom to simply enjoy

Life has gotten much more complicated in 2020, and Bread & Butter Wines wants to make it much easier. In a new 360-degree marketing campaign, Bread & Butter has one piece of advice – "Don’t Overthink It." Rolling out now, the new campaign juxtaposes complicated life decisions and overworked wine tropes with the simple, reassuring choice of picking up a bottle of Bread & Butter wine.

This press release features multimedia. View the full release here:

Leave the complexity to us. Choosing a good wine should be east. Don't overthink it. (Graphic: Business Wire)

"It’s time to uncomplicate the category," said Jeff Ngo, Senior Vice President of Marketing for Bread & Butter Wines. "Bread & Butter’s no-nonsense, stylish package and high-quality wine in the bottle make the portfolio a simple and delicious choice for easygoing enjoyment. No matter the situation, ‘don’t overthink it.’"

Today, Bread & Butter is the fastest growing wine brand in the $12-$15 category*. To support this growth, the new "Don’t Overthink It" campaign, developed in conjunction with Bread & Butter Wines’ creative agency Deloitte Digital’s Heat, offers an omnichannel approach. They worked with strategic media partner Coegi to execute media buying across audience touchpoints, including digital social media and display ads, YouTube video, connected TV ads on platforms such as Hulu, as well as out-of-home and in-store POS. The creative highlights complicated situations, either in everyday life or in this unique, pandemic environment, and shares a simple way to cut through the complexity. For example, as the holidays approach, more questions arise about how to celebrate this year, and Bread & Butter gives the audience the freedom to take these decisions one day at a time. In a series of social media ads, the brand reminds consumers that they ‘are buying wine, not a condo.’ Each ad ends reassuringly with the tagline, ‘Don’t Overthink It."

"The media plan meets our target audience where they are throughout their day," added Ngo. "As Bread & Butter rapidly gains in popularity across the country, we created a campaign that speaks to our times as well as a long overdue need to cut through the complicated nature of wine."

Since its introduction, Bread & Butter Wines, with its elegantly straightforward black and white label and memorably easy name, has developed a loyal consumer following who return to the brand again and again because of its high quality, classically styled California wine. The Bread & Butter portfolio includes wine for all occasions – a juicy Pinot Noir, rich Chardonnay, robust Cabernet Sauvignon, vibrant Sauvignon Blanc, and refreshing Rosé. Bread & Butter is sold at wine retailers across the country and online at

* (Nielsen Total U.S. Food: latest 26 weeks ending 9.5.20).

About Bread & Butter Wines

Bread & Butter Wines produces classically styled California wines made to be easy-going and approachable. We believe good things shouldn't be complicated. Good things should just be… Good. Honest. Simple. And the same goes for our wine. Bread & Butter Wines includes a Chardonnay, Pinot Noir, Cabernet Sauvignon, Sauvignon Blanc, and Rosé. Bread & Butter wines are available at wine retailers across the country and online at

About Heat

Heat is a full-service creative agency owned by Deloitte Digital that uses the power of surprise to solve business problems.

Please see for a detailed description of our legal structure.

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Press Contacts
Sarah Jones Gillihan
Benson Marketing Group
917-633-6002 x 10

Sara Daino
Deloitte Digital’s Heat