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.