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Pair It Forward Toolkit

January 30, 2024 | Consumer Marketing, Oregon Wine Month, Trade Marketing | 0 comments

About Pair It Forward

To celebrate Oregon Wine Month this year, the Oregon Wine Board is bringing back its social media campaign called Pair it Forward (#pairitforward). This campaign highlights winemakers and wine-adjacent people such as chefs and artisan food producers across the state talking about their favorite wine and food pairings made by their peers in short, engaging videos. While these videos will be connected with Oregon Wine Month and run during that time, the campaign will likely extend well beyond that depending on the amount of submissions we receive. In addition to aligning with Oregon Wine Month, the campaign also serves as a promotional tool for the 2023-24 Oregon Wine Touring Guide and its theme of “What Grows Together Goes Together.”

This month-long (possibly longer) chain of appreciation aims to show the many faces of the Oregon wine industry and the breadth of wines produced in our state while also spotlighting Oregon’s culinary talent and driving consumers to try their own wine and food pairings.

The campaign kicks off this spring and we would love to have as many Oregon producers involved as possible. We encourage you to make your own video in the next few months, sharing a wine and food pairing you love that includes one of your own wines or another Oregon wine you would like to highlight.

To help you make your own #pairitforward video, we’ve created the helpful toolkit below. The toolkit includes tips and tricks on how to film a successful video, include subtitles, advice on the best time to post, a suggested caption, and hashtags to add to your post.

Be sure to tag @oregonwineboard and use #pairitfoward in your post and we can reshare it on the Oregon Wine Board Instagram and Facebook pages.

Visit OWB’s Oregon Wine Month toolkit for guidance, tools and programming on Oregon Wine Month – from winery tasting rooms, distributor sales reps, restaurateurs, retail shops, national sales managers, and more.

Do you have questions about Oregon Wine Month programming? Email us.

Filming Your #pairitforward Video:

  1. Identify your pairing: select a food that pairs with a wine of your choosing
  2. Find a well-lit area in your winery, vineyard, home, or business
  3. With your phone or camera vertically-oriented (portrait mode), film yourself describing your wine choice along with your favorite food pairing and why they go together so well. If possible, we recommend having someone else film you in order to get a nicely framed shot. Feel free to get creative, or follow this speaking prompt: “My name is [name] of [winery or business name] in [location]. I am choosing to Pair It Forward with my [wine name and style], which I love to enjoy with [food]. The [tasting notes and characteristics] of the [wine name] work well with the [food description]. How do you like to Pair It Forward?”
  4. Once your video is recorded, easily upload it to OWB’s secure folder. Make sure the video is clearly labeled with your name and winery. If you experience difficulty uploading, you can also email your video directly to [email protected].
  5. Videos will be posted to the Oregon Wine Board social media accounts beginning this spring. Participants are encouraged to post videos on their own social media accounts as well. Here is a sample caption: It’s #OregonWineMonth and we want to #pairitforward with one of our favorite food and wine pairings. Cheers!

    Relevant hashtags:

    #pairitforward #oregonwinemonth #oregonwineboard #oregonwine #winemaking #winemaker #winetasting #orwine #wineandfood #winepairing

    If there are specific messages or tags you would like included, please email [email protected].

Sample Videos

Looking for some inspiration? Here are some fun examples:

View this post on Instagram

 

A post shared by Oregon Wine (@oregonwineboard)

View this post on Instagram

A post shared by Oregon Wine (@oregonwineboard)

View this post on Instagram

A post shared by Oregon Wine (@oregonwineboard)

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Oregon Wine (@oregonwineboard)

 

View this post on Instagram

 

A post shared by Oregon Wine (@oregonwineboard)

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Oregon Wine (@oregonwineboard)

 

Pair It Forward Video Best Practices:

Here are some tips and tricks on how to shoot the best video for this campaign:

  • Videos should be between 15-30 seconds
  • You can shoot this video with your phone. Keep your phone vertically oriented (camera at the top)
  • Try to place yourself in the middle of the frame, with plenty of room above and below you so that it can be cropped to either a square or 4:5 for Instagram
  • Please do not use selfie mode! If possible, ask someone else to record the video on your phone. If you have an iPhone, ask your assistant to “tap” on your face so that you’re in focus
  • If you can’t find an assistant, prop up your phone with a stack of books or something sturdy, press “record,” and then enter the frame. You can trim the video on either end so don’t worry about “dead space”
  • For lighting, we recommend facing a source of natural light and making sure the light source isn’t behind your head, otherwise it might be hard to see your face in the video
  • Feeling organic will be important, so just be yourself!
  • Bonus: this is by no means a requirement, but it is recommended that you include the food you are pairing alongside the wine visible in the frame. If possible, we also recommend featuring an Oregon dish/product
  • Bonus: take a photo of yourself posing with the bottle and/or taking a bite of food that you can use as a cover photo for the video

Sample caption:

It’s #OregonWineMonth and we want to #pairitforward with one of our favorite food and wine pairings. Cheers!

Suggested hashtags:

#pairitforward #oregonwinemonth #oregonwineboard #oregonwine #winemaking #winemaker #winetasting #orwine #wineandfood #winepairing

 

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