Australian ‘paint and sip’ brand, Pinot & Picasso, has appointed the award-winning agency to launch the business in the UK.

Following a competitive multi-agency pitch, PLAY – who were named PR Week’s Best New Consultancy of 2021 – was retained to run media and influencer engagement, as well as a series of creative activations.

PLAY will report to Pinot & Picasso founder James Crowe and communications manager Jess Smith, as the first cluster of premises open in London in 2022.

Pinot & Picasso is Australia’s number one paint and sip brand, with 68 locations across Australia and New Zealand. Each space offers the means and equipment to host inclusive painting experiences using a bring-your-own wine concept.

After gaining widespread popularity Down Under, Pinot & Picasso has seen continued growth and will be expanding overseas following increasing demand for the concept in the UK.

Leigh-Anne Leonce, Head of Client Services for PLAY said, “In a typically risky fashion at PLAY, we structured our entire pitch around the cultural phenomena of being a Hun, which despite the time and culture gap, resonated with the team in Australia. Pinot & Picasso is PLAY’s first ‘bricks and mortar’ client, and we can’t wait to be part of their successful UK launch. Hand me a paint brush and pour me a pinot.”

James Crowe, Founder at Pinot & Picasso said, “PLAY’s ability to understand audiences, popular and niche culture, and combine this with strategic bold ideas made them the right pick for us. We can’t wait to play with them in 2022.”

Rowan Adams, Founder for PLAY added: “Our pitch typified the spirit of PLAY. Utterly irreverent and lively ideas which are underpinned with true consumer insight. We can’t wait to begin.”

The appointment follows a string of wins for PLAY, including period pants brand WUKA and VIACOM CBS’ streaming service Pluto TV. Other clients include Craft Gin Club, Hoo, and New Zealand wine producers Invivo & Co.