Asda | Tuscany, May 2025
Asda invited a mix of influencers and press straight to the source, to discover their new Tuscan wine range.
The charming town of Lucca was the perfect setting for a true Tuscan adventure. The flavours of the region were bought to life through a mix of hands-on activities and expert-led wine tastings.
A Closer Look…
Branded moments appeared throughout the trip, but needed to feel organic given the mix of both press and influencer attendees. Small moments such as pizza boxes and pool rings felt ‘just enough’ to keep the brand constant, without feeling too contrived.
A highlight of the trip came on day two when guests were given the keys to a fleet of vintage Fiat 500s, and directions to a local deli. Split into teams, each group had to choose their picnic goodies and deliver them to the vineyard for lunch. Accompanied by expert insight from Asda’s sommelier, this proved to be the ultimate afternoon under the Tuscan sun.
Although a wine-focussed trip, it was really important that any alcohol consumption took place in a relevant and responsible context. This was achieved by pairing with meals, for example pizza and Prosecco, and activities including pasta making, which was then cooked up for supper by a private chef.
