Laughing Stock Vineyards
MILK supported Laughing Stock with the concept development and media relations for a 2023 holiday campaign which included a strategic partnership with Vancouver-celebrity and ‘man about town’ Fred Lee.
Working in partnership with Fred, MILK developed five top tips for hosting and navigating the holiday season, all with brand messaging strategically included under the themes of “buy” “hold” and “ask”.
Key to the campaign’s success was the creation of images that demonstrated these tips, so MILK worked closely with our photography partner to create lush holiday scenes that featured both Fred, his tips, and bottles of LFNG on prominent display.
The campaign was promoted with a press release on the collaboration, as well as product seeding of choice vintages for the season to target lifestyle and wine media as well as a small selection of influencers.
82,200 organic social impressions
9,433,450 earned media impressions
A total of 11 pieces of coverage were achieved, with a combined reach of 9,433,450 in BC publications as well as a prime broadcast opportunity on Global BC. Seven pieces of social media coverage with target influencers were also secured, garnering a total reach of 82,200 to key audiences on social platforms. Coverage included: Saturday Sips on Global News, Scout Magazine, VITA Magazine, local publications from NowMedia Group, and more.