The Challenge

Lippe Taylor was tasked with bringing the purposeful message and father-son legacy of California vintner, Josh Cellars, to life. Father’s Day made a fantastic foundation for an event highlighting the business named for Joseph Carr’s father, Josh. While lots of gifts are purchased for Father’s Day, our research showed that those gifts are often purchased at the last minute because people have a hard time knowing what to give their dads. We made their lives easier and generated a ton of publicity for our client in the process, by setting up a pop-up shop in Grand Central Station for three days leading up to Father’s Day.

The Details

Not every dad is a wine drinker! We partnered with Crosley Radio, Native Union, This is Ground and RBT to create options and spread out costs. Wine bottles could be custom engraved, and the Haiku Guys were on hand to create personalized cards that could be mailed on the spot. Mobile gift-giving app Giftagram also got involved, allowing customers to send gifts all over the country!

We hosted a media preview the night before launch, partnered with eight influencers for extended social media reach, and pre-seeded Giftagram boxes to select media, influencers and celebrities.

Josh Cellars donated the entire retail selling price of every bottle of wine sold in the pop-up shop to The Firemen’s Association of the State of New York (FASNY), further honoring Josh Carr’s legacy as a firefighter while allowing shoppers to give back.

The Results

  • Garnered 455MM impressions across digital, print and broadcast
  • Secured 144 media placements and 84 social shares
  • Engaged 65 media attendees at the preview event
  • Sold 982 bottles of wine in store and donated the proceeds
  • Partnered with 8 influencers who created 67 unique pieces of social content
  • Reached 9.4MM social media followers via partner and organic influencers