We have positioned the supermarket chain by emphasizing its role as the main sponsor of one of the oldest and most prestigious wine competitions, Magyar Bormustra (Hungarian Wine Mustering). We created a unified image, slogan and message system, which were part of the campaign and every element of communication all along, including advertisements, POS materials and events. Infographics, lifestyle bits, PR articles and education materials have been included in press communication, from the announcement of the competition to the introduction of the winning wines. Three selected members of the media have been able to follow the event series. They were reporting continuously, and participated in exclusive events. When the wines appeared on the shelves, it was supported by blogger co-operations in the form of blog posts, recipe videos, Facebook and Instagram posts by opinion leaders, such as Street Kitchen or Mirelle konyhája (Mirelle’s Kitchen).