This case describes a strategy to help the struggling wine selling family business, Laithwaites, invest confidently in brand building by running rigorous regional tests to demonstrate how commercially beneficial brand advertising could be for the company. Using creative based on the proposition, ‘We stop at nothing to bring you great wine’, phases of advertising aired in test regions on ITV’s linear TV and BVOD platforms, radio, and social. In test areas, the company performed better than in control regions where ads didn’t run. The regional tests delivered an estimated £1.63 of revenue per £1 invested, enabling profits to be modelled from national and longer-term campaigns.