Murphy-Goode Winery

A Really Goode Job: Revitalizing an Iconic Brand Through Innovation

Goal
As one of California’s most iconic wine brands, the goal was to reinvigorate and modernize a legacy brand, amplifying sales and brand recognition nationwide. Capitalizing on the name “Goode,” we launched the groundbreaking campaign, “A Really Goode Job,” creating an opportunity for aspiring candidates to break into the wine industry. The campaign offered one lucky candidate the chance to work for a year with complimentary vineyard housing and a $10,000 monthly salary, generating excitement and media attention while attracting top talent.

Results
The campaign’s unique concept captured the media's imagination, going viral almost overnight. A tweet from CNN sparked a firestorm of coverage, with news stations across the country eager to interview winemaker Dave Ready, Jr. Coverage was secured across major national television networks, including ABC, CBS, NBC, and FOX, as well as CNN, Travel + Leisure, NPR, Bloomberg, and The Tonight Show with Jimmy Fallon, along with prominent international outlets, solidifying the campaign as a groundbreaking media phenomenon.

• Secured over 1,000 media placements

• Achieved a staggering 3 billion media impressions

• Sparked widespread imitation by other brands across the nation

• Led to a significant sales increase in all major markets

The campaign’s success far exceeded expectations, revitalizing the brand and positioning it at the forefront of industry innovation.