Victoria
Halkias

The Challenge

Zoncello — a world-first RTD Limoncello Spritz — had to enter a crowded ready-to-drink category with zero brand recognition, competing against established players with deep media budgets. The task was to build a brand people would genuinely reach for and talk about.

The Approach

I led brand strategy, creative direction and the go-to-market campaign end-to-end. We anchored the brand in a Mediterranean joy-of-living narrative that felt distinct from the generic summery RTD aesthetic. Content was social-first, built to travel — sun-drenched, intimate, and highly shareable.

I developed and executed an influencer advocacy program that generated significant earned media and organic reach. Partnerships with hospitality venues and tourism brands extended the brand into the right contexts, while a PR push secured national coverage and retailer listings.

The Outcome

The Challenge

Zonzo Estate was a beloved local destination — a winery, restaurant and wedding venue in the Yarra Valley — but lacked the brand infrastructure and content strategy to compete with the growing class of premium hospitality brands nationally and internationally.

The Approach

I joined as Marketing and Communications Manager and took ownership of the full brand story. I defined the brand's visual identity, voice and storytelling framework, then built a content engine across social, digital and PR that consistently reflected the estate's premium positioning.

A social-first influencer strategy — centred on authentic, experience-led content — drove significant organic reach. I built and managed relationships with tourism partners, media and brand collaborators, and led integrated campaigns spanning PR, events and partnerships.

The Outcome

The Challenge

Following Zoncello's success, the portfolio required the launch of three new brand extensions — Bellina, Cicchio and RoRo — each with a distinct positioning, audience and channel strategy. The challenge: maintain momentum and brand consistency at portfolio level while keeping each product's identity sharp and differentiated.

The Approach

I led brand strategy and the go-to-market framework for each launch, working closely with the founder and creative partners to develop distinct visual identities, packaging and brand voices that sat coherently within the portfolio.

Each launch was supported by an integrated campaign — spanning influencer seeding, PR, events and social media — with content tailored to each brand's audience while amplifying the broader portfolio story.

The Outcome

The Challenge

Across both Zonzo Estate and the Zoncello portfolio, the brief was the same: generate genuine brand advocacy, not just paid posts. The influencer landscape is noisy; the brands needed a strategy that earned authentic attention and converted it into real commercial outcomes.

The Approach

I designed and led social-first influencer strategies built on experience and relationship rather than reach alone. By identifying creators who authentically aligned with each brand's world — and investing in genuine moments rather than transactional posts — we created content that audiences actually engaged with and acted on.

Advocacy programs were layered with PR, event activations and retailer support to create a full-funnel effect. I managed all influencer relationships directly — briefing, contracting and reporting — ensuring every piece of content was on-brand and commercially motivated.

The Outcome