Kendall-Jackson
Elevating a Legacy: Cultivating the Next Generation of Kendall-Jackson Loyalists
Goal
A key goal was to secure Kendall-Jackson’s future by reconnecting with existing consumers and building lasting brand affinity with a new generation of loyalists. With a focus on millennials and Gen Z, our public relations efforts centered on storytelling, innovative winemaking, and strategic partnerships, aiming to drive media visibility and engage new audiences in the outlets where they seek entertainment, news, and inspiration.
Results
We orchestrated a strategic partnership with renowned culinary icon Snake River Farms, launching a sweepstakes campaign designed to attract new consumers to Kendall-Jackson. The campaign, which offered two winners the ultimate Thanksgiving experience was amplified through social media, influencer collaborations, and trusted partnerships. This initiative garnered 30,000 new consumer emails, which were then retargeted with an exclusive Kendall-Jackson offering, driving both increased sales and heightened brand awareness.
As one of the industry’s foremost Chardonnay pioneers, winemaker Randy Ullom has crafted America’s favorite Chardonnay for years. We pitched Randy for Wine Enthusiast's prestigious Wine Star Awards, resulting in his nomination and selection as their American Wine Legend, one of the highest honors in the wine industry.
To reach younger, trend-forward audiences, we developed a strategy of partnerships with Bravo celebrities, realtor Josh Flagg and entrepreneur Toya Bush Harris, and focused on securing editorial placements in outlets popular with Gen Z and millennials. We pitched, secured, and hosted several Bravo, HBO Max, and Hulu production teams at Kendall-Jackson, culminating in unprecedented airtime for Kendall-Jackson, La Crema, and Matanzas Creek on shows like Million Dollar Listing LA, Below Deck, Married to Medicine, and Secrets & Sisterhood. In addition, we participated in BravoCon, the reality TV industry's largest event, attracting a massive audience of millennial consumers, generating significant buzz and enhancing brand visibility among a key demographic. In total, our efforts resulted in an astounding audience reach of over 70 million viewers, delivering unparalleled exposure and impact for the brand.
