Carmel Wineries - Reaching the Foodie Generation with Instagram Dishes (case study)

Crmel, the countries oldest winery had lost some of its brand charm and thus customers in recent years. It needed to be repositioned as a stylish, innovative wine brand and this was achieved by seeing how people interact with food these days. Through a smartphone. They created FOODOGRAPHY; A series of unique and unforgettable live dining events, that doubled as photography workshops
where hungry participants got to shoot & eat two first-of-a-kind dishes created to capture the perfect shot of gourmet food through a smartphone. Israel's best food photographer taught a quick class in how to take the best pictures, and the dishes created by skilled ceramic artists lent themselves to instagram film or a distraction free photo. Who got to go to the first ofthese events? 2 Michelin Star Chefs, Renowned Local Food bloggers, Food Critics, Newspaper & Television Journalists, Top Wine Critics and so on. They all had so much fun the topic trended on twitter and instagram immediately.

Did it sell more wine? Yes, yes it did.

Air Date: Ongoing
Advertising Agency : Baumann Ber Rivnay / Saatchi & Saatchi

CEO : Yossi Lubaton
VP Creative Director: Nadav Pressman
Creative Director: Eran Nir
Art Director : Shirley Eva Bahar
Copywriter: Liron Cohen
Art Director: Ori Hasson
UX and Interaction Expert: Gal Mamalya
VP Production/Content: Dorit Gvili
Digital Producer: Maya Palmon
Account Group Head: Shani Shaul Vengosh
Account Supervisor: Michal Popov
VP Strategic Planning: Shai Nissenboim
Strategic Planning Information Specialist: Eva Hasson
Producer: Alon Shmoelof
Video Editor: Dan Deutsch
Traffic Co/Ordinator: Ronit Doanis
Chef: Meir Adoni
Food Photographer: Dan Peretz
Ceramic Artist: Adi Nissani
PR Coordinator: Orly Segal