THE CHALLENGE & OBJECTIVE

Carmel is one of the largest and oldest wineries in the country.

But the brand had lost some its luster and needed to connect with a new generation of consumers: foodies.

Influencers with the power to make or break a brand.

Youngsters who experience food through the lens of a smartphone.

But how do you reach them?

THE STRATEGY

Carmel created FOODOGRAPHY.

A series of unique live-events at the center of which lie two first-of-a-kind dishes created to capture the perfect shot of gourmet food through a smartphone.

THE EXECUTION

We created a series of dining events that doubled as photography workshops.

Together with the country's most talented chef,

we crafted a menu inspired entirely by wine

and designed two unique dishes for smartphone photography.

Next we invited the country's best food photographer to teach our guests the art of Foodography, and sent out invites to the country's leading culinary figures

THE RESULTS

- Everyone attended our launch: 2 Michelin-Star Chefs | Renowned Foodbloggers |Food & Wine Critics | Newspaper & Television Journalists

- Pictures of the events flooded the web and Instagram.

- The #FDGR hashtag became a trending topic at every dinner.

- Widespread coverage: TV, foodblogs, newssites,newspapers & social networks

- 1.350.000 media impressions (20% of population)

- 400.000$ worth of free media (20x campaign budget)

- Future events are fully booked

- Carmel sales: +13% since campaign launch

No doubt foodies are a talkative bunch with the power to make things happen.

Carmel created FOODOGRAPHY.

A series of unique and unforgettable live dining events, that doubled as photography workshops and at the center of which lie two first-of-a-kind dishes created to capture the perfect shot of gourmet food through a smartphone.

Working together with a ceramic artist, we created the world's first Instagram dishes.

The 360 - A revolving platform designed for shooting beautiful video footage

The Limbo - Designed for shooting still photography and cutting out background interference.

Then in cooperation with one of the country's most talented chefs, we crafted a menu inspired by wine. A five course dinner that would be plated and served exclusively in the world's first Instagram dishes.

To complete the experience we invited the country's best food photographer to teach our guests the art of Foodography.

And last but not least we made sure to invite some special guests that would help get the word out to foodies. Our guest list included:

2 Michelin Star Chefs | Renowned Local Food bloggers | Food Critics

Newspaper & Television Journalists | Top Wine Critics

- Foodies loved the experience which helped reposition Carmel Wines as a more innovative and tech savvy brand.

- Foodography gave us a new way of reaching those that eat food first with their eyes.

- The #FDGR hashtag became a trending topic on Instagram at every meal.

- Pictures of the events & praise for Carmel Winery flooded the web and Instagram.

- Our project and dishes were covered extensively on TV, food blogs, news sites, newspapers and social networks.

- Future events have an expanding waiting list.

- 1.350.000 media impressions (20% of Israel's population)

- 13% sales increase since the launch of the campaign

- 400.000$ worth of free media (20 times our campaign's budget)

- But most importantly we proved that smart design has the power to reconnect brands with audiences.