Aldi — Wine Range Activation

To shift perception of Aldi’s wine range, Fourth Wall created Fin D’Itinaldi, an incognito fine wine expert who went undercover at Sydney’s prestigious Polo in the City.

After guests had experienced the tasting and formed their opinions, Fin revealed the wines as part of Aldi’s affordable in-store offering. The entire stunt was filmed and edited for social media, earned media and in-store campaigns across Australia.

Guest holds a wine bottle and glass beside the Fin D’Itinaldi wine activation.

Guests talk beside a floral display at the outdoor wine activation.

The activation received a dedicated segment on Sunrise, which framed Aldi’s wines as both premium and affordable for a national audience.

Guests sample wine beside the Fin D’Itinaldi branded bar.

Fin D’Itinaldi outdoor wine bar with flowers, bottle displays and white event tents.

Guests pose beneath a Fin D’Itinaldi sign at the wine activation.