JOSH CELLARS: FATHER’S DAY CAMPAIGN
To support the annual Josh Cellars Father’s Day pop-up shop at Grand Central, I created a robust talent and influencer campaign and broadcast promotion to drive awareness and attendance. Given the natural alignment with Father’s Day (the brand is named after Joseph Carr’s father), I leveraging talent appearances and social promotion to drive media impressions, press coverage and consumer engagement, promoting Josh Cellars as a quality wine and the perfect gift for dad on Father’s Day. This campaign generated millions of impressions and increased sales of Josh Cellars.
Audience voucher
The View: “Best Gifts for Dad” Father’s Day Integration
Josh Cellars was seamlessly integrated the Father’s Day segment on ABC’s The View as one of the “Best Gifts for Dad,” and promoted the brand’s local Father’s Day pop-up event at Grand Central in NYC. Everyone in the audience was gifted with a $100 voucher for Josh Cellars.
Josh Cellars Father’s Day pop up shop
Press example: PureWow.com
Father’s Day Grand Central Event with Maggie Gyllenhaal
Josh Cellars hosted their annual Father’s Day pop-up shop in New York where attendees could purchase custom engraved bottles of Josh Cellars Reserve while being immersed in the craftsmanship of the brand.
A native New Yorker, wife and mom with a strong social following based in the New York area, Maggie Gyllenhaal was a natural choice to attend and promote the Grand Central pop-up shop. There she engaged in photo opps and participated in media interviews networks including but not limited to FOX 5.
Father’s Day Influencer Campaign
Three New York based micro influencers were secured to attend the Grand Central pop-up shop to drive attendance, and make custom video and photo posts to promote Josh Cellars as the perfect gift for dad. A custom discount shopping code was provided to the influencers to drive product sales.