Don't overthink it

Introducing the official wine of people who don’t like figuring out which wine to buy. Bread & Butter cuts through the clutter and focuses on good wine.

Published On
Nov 06, 2020



Bread & Butter Wines has had a rapid ascent in the market with an annual growth rate of over 50%. Surprisingly, it’s achieved all of this without a big campaign idea. But, in order to sustain this growth, the brand was in need of a rallying cry to further develop and enhance their positioning.


With so many wine brands being advertised in market, developing a tagline, brand positioning and campaign that stands out from competitors was no small feat. We needed to establish Bread & Butter’s distinct POV on the world, the wine category, and ultimately people’s daily lives.


Our big idea was centered around one truth: Today’s world has become overly complicated.

From jobs to relationships to what we eat, life has become unnecessarily difficult. And the wine category has followed suit with an explosion of new wine varietals, drinking occasions and rules for what to drink when and what to enjoy.

But Bread & Butter was born from simplicity. A simple look and feel, a delicious yet simple wine portfolio, and a name urging people to simply enjoy what matters. So, we made it our mission to cut through the endless noise inside our crazy brains. To stop overthinking and second guessing and focus on what really matters.

Bread and Butter believes that good things don’t have to be complicated.

Across connected and programmatic TV, digital OOH, display, social, SEM, and retail placements we are reaching Bread & Butter’s audience at multiple touch points and sharing one underlying message. Wine is meant to be enjoyed. Don’t Overthink It.





Nov 06, 2020
Agency :
Deloitte Digital
John Elder
Executive Creative Director :
Warren Cockrel
Creative Director :
Jonathan Byrne
Senior Writer :
Lora Faris
Senior Art Director :
Zac Carroll
Senior Art Director :
Melissa Ploysophon
Senior Writer :
Jon Korn
Strategy Director :
Ryan Ouyoumjian
Group Strategy Director :
Dan Beer
Media Supervisor :
Andrew Suliteanu
Head of Production :
Elisa Moore
Content Studio Director :
Richard Quan
Production Coordinator :
Taylor Nitta
Senior Editor/Lead Videographer :
Phil Valesco
Senior Motion Graphics Designer :
Thai Ngo
Head of Account Management :
Olivia Balicki
Account Supervisor :
Frank Cunningham
Account Supervisor :
Blake Wetzel
VP Estratega :
Ryan Green
Client Strategist :
Elise Stieferman
Media Buyer :
Hannah Huedepohl
Media Buyer :
Ashley Bowling
Senior VP of Marketing at WX Brands :
Jeff Ngo
Marketing Director at WX Brands :
Brett Johnson
Creative Director at WX Brands :
Anne Gustafson
Associate Brand Manager at WX Brands :
Claire Dailey
Trade Marketing Manager at WX Brands :
Scott Nava
E-commerce Manager at WX Brands :
Brady Rimington

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