THE CHALLENGE

Bring the Robert Mondavi Napa Valley winery experience to consumers across the U.S. to build brand awareness and loyalty for the Mondavi portfolio

THE BIG IDEA

Create a set inspired by the winery and engage in wine sampling and education at food, wine and art festivals

HOW WE DID IT 

 

  • Stops at 10 major food, wine and art festivals nationwide for five consecutive years
  • Guests sampled Robert Mondavi Winery, Robert Mondavi Private Selection and Woodbridge by Robert Mondavi; attended wine seminars and cooking demonstrations
  • Interactive iPad and essence stations
  • Ted Allen appearances at three of the tour stops as the official Robert Mondavi food and wine ambassador; he led cooking demonstrations and hosted blogger meet and greets
  • VIP parties hosted by local sales teams for key accounts and members of the trade
  • Social media amplification