Turning strategic insights into an approachable, inclusive content campaign — bringing wine from special occasions to everyday moments.

The challenge

Sutter Home wanted to deepen its emotional connection with consumers and modernize its "home" positioning. Working alongside the strategy team, we leveraged both qualitative and quantitative insights to understand how consumers truly saw the brand. The data pointed to an opportunity: move beyond special occasions and position Sutter Home as a warm, welcoming part of everyday life.

The idea

The "Happiness is Homemade" campaign brought this insight to life through a warm, approachable content platform that celebrated home in all its forms — from casual weeknight dinners to joyful backyard gatherings.

Beyond digital, we created a custom recipe book as a surprise-and-delight activation for consumers, reinforcing the brand's homemade positioning and inviting them to bring Sutter Home into their own kitchen moments. Despite a modest budget, the program delivered outsized returns and was part of the brand’s broader content approach featured in Adweek as an example of smart, efficient storytelling.

Role & contribution

As creative director, I partnered with our strategy team to translate data-driven insights into a clear creative direction and content framework. I oversaw visual storytelling, influencer content alignment, and helped guide the campaign's tone to feel approachable, inclusive, and brand-right at every touchpoint.