St Hugo’s first campaign with Emotive taps F1 star Daniel Ricciardo

Pernod Ricard’s wine brand St Hugo has partnered with Australian Formula One driver Daniel Ricciardo for the DR3 campaign.

The campaign from Emotive marks its first work for St Hugo after being appointed to the account last October. It launched work for fellow stable brand GH Mumm soon after the appointment in November.

Daniel Riccardo and St Hugo

DR3 x St Hugo is a limited edition of fine wines, with Ricciardo working with St Hugo’s chief winemaker Peter Munro to create the collection. New wines will be released each year from the collaboration.

Emotive team led the range’s communication strategy and execution.

The campaign will be launched on Ricciardo’s social channels and PR.

The launch campaign video sees Ricciardo describing the wine’s flavours in a tongue in cheek manner, before being joined by Munro via a video call.

Eric Thomson, Pernod Ricard Winemakers, global marketing director said: “Daniel’s passion for everything is infectious and it became evident immediately when he began discussing wine with Pete and I, that we needed to help him create an outlet to express himself. The collaboration provides a vehicle for Daniel and the wines of St Hugo to introduce themselves to each other’s fans, through some of the best wines that Australia produces.”

Ben Clare, group creative director at Emotive said: “It’s one thing to promote a wine, but to help create a brand, alongside Daniel Ricciardo and St Hugo Wines no less, has been really rewarding.”

Emotive recently won Australian Radio Network’s creative account in December 2020. The agency’s recent body of work includes campaigns for GH Mumm, Google and Optus.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.