Naked Wines appoints Joint and Goodstuff to supercharge its brand

Joint and Goodstuff won the competitive pitch process against 3 undisclosed agencies. Founded in 2008, Naked Wines is on a mission to connect everyday wine drinkers with the world’s best winemakers. The unique model champions independent winemakers to make exclusive wines at fair prices. Today Naked has more than 400,000 customers in the UK alone.

The new campaign, launching in Spring 2022, will make UK wine drinkers aware of Naked Wines’ core value proposition, fair pricing and commitment to disrupting the wine industry for the better.

As part of competitive creative and media pitches, the brief focuses on the UK market, delivering an idea and campaign with potential to iterate and extend across a range of ATL touchpoints.

Danielle Betts, Head of Brand at Naked Wines says:

“At Naked Wines, we want to shake up the wine industry and make it work better for everyone. Both Joint and Goodstuff share our entrepreneurial spirit and wowed us through the pitch process with a campaign that will proudly showcase what sets us apart.”

Alicia Iveson, Partner at Joint says:

“We’re really excited to partner with Naked Wines at such an important time for their brand and the industry. It’s great that we already have such an aligned ambition for the brand and look forward to what’s to come.”

Genevieve Tompkins, Managing Partner at Goodstuff Media says:

“We are delighted to have been selected as Naked Wines’ media agency partner, supporting them in their brand journey. Naked Wines occupy a wonderfully unique space which rewards consumers and independent winemakers alike. We are excited to see them go from strength to strength, starting with their first brand campaign in 2022.”

Naked Wines connects everyday wine drinkers with the world’s best independent winemakers. It’s a unique business model. Naked Wines customers commit to a fixed prepayment each month which goes towards their next purchase. Naked in turn funds the production costs for winemakers, generating savings that are passed back to its customers. It creates a virtuous circle that benefits both wine drinker and winemaker.

Joint is an independent creative business founded in 2012 by Damon Collins, Richard Exon and Lori Meakin. Joint’s clients include Amazon Prime, Amazon Web Services, uSwitch, Vue cinemas, Kettle Chips, Fox’s Glacier Mints, and Metcalfe’s Popcorn. Goodstuff is one of the UK’s leading media planning and buying agencies and holds the 2019 and 2020 Grand Prix for both Media Week and Campaign Awards.