Facebook and Instagram ads for an event: how we built Schwarz Wine Co’s 25th anniversary campaign.

Short answer: we took the winery’s own photos and print designs, rebuilt them at the sizes Facebook and Instagram actually use, added a 15-second reel, and pointed everything at the ticket page. The ads run until ticket sales close on 3 November. No results yet: we’ll review them once sales close.

The brief: fill a day in Tanunda

Schwarz Wine Co is a family winery in the Barossa, and this year it turns 25. The celebration is Farmer on Fire: 25 years of Schwarz, on Saturday 14 November 2026 from 11am to 5pm at Artisans of Barossa, 24 Vine Vale Road, Tanunda. Tickets are sold on Eventbrite, and sales close on 3 November.

An event like this is a poor fit for search ads. Hardly anyone types “25th anniversary winery party Tanunda” into Google. The people who would love a day out at a Barossa winery are scrolling Facebook and Instagram, and that’s where the ads go.

From print designs to phone-sized ads

The Schwarz team sent two photos and two designs of their own: the whole family in front of the barrels, and Jason with a glass of red. The look was right, but the designs were print-shaped, close to A4. Dropped into Meta as they were, the feeds would crop them, and in Stories and Reels the date and venue would sit right under Instagram’s caption and button.

• Two sizes for every ad. 4:5 for the Facebook and Instagram feeds, 9:16 for Stories and Reels, with the winery’s own fonts, colours, logo and photos kept.
• The details you need, readable on a phone. The date and venue became two big lines, and a tan bar was added: “Tickets on sale now · Sales close 3 Nov”. A deadline gives people a reason to tap today.
• Safe zones checked. Every line of text sits clear of the top and bottom of the screen, where Instagram puts the profile name, caption and button.
• The family photo leads. It says what the day is about better than any headline: from our family to yours.

The 15-second reel

Video gets its own placements in Reels and Stories, so we built a reel from the same material. It opens on the family and the Schwarz logo, moves to Jason, then shows Artisans of Barossa itself so people can picture the day, before the date, the venue and a bottle of their Meta Mataro on the closing card. The cuts land on the beat of a music track cleared for paid ads, and we checked every frame so text never sits over anyone’s face.

Who sees the ads

Alcohol ads on Facebook and Instagram can only be shown to adults, so that is where the targeting starts. From there it is people around Adelaide and the Barossa, out to Gawler and the edge of the Adelaide Hills, who are into wine, food and local events. The campaign runs until ticket sales close on 3 November, and every tap goes straight to the ticket page. The one glass of wine on screen is in Jason’s own shot; the family photo has none.

We aren’t quoting any results yet. We’ll look at what the ads did once ticket sales close, and judge them on ticket-page visits, not likes.

Where social ads fit with SEO

SEO and Google Ads catch people who are already searching. Facebook and Instagram ads reach people before they search, which suits a date, a launch or a season. For most Adelaide businesses the search side does the steady work, and social ads are the push on top. We compare the search options in SEO or Google Ads for an Adelaide business, and our plans and pricing page shows which ones include ads.

The local side of this story, written for Barossa readers, is on JB Digital Barossa’s news: Facebook & Instagram ads for 25 years of Schwarz Wine Co. And if you’d like to be there, grab a ticket for Farmer on Fire on Eventbrite before 3 November.

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