CASE STUDY

FitVine Wine

FitVine Wine Partners with Celebrities to Broaden Awareness and Drive Trial

Challenge

Strategy

Results

Challenge

FitVine Wine is a delicious, full-bodied, carefully crafted California wine that is low in sugar, contains no flavor additives, and is both gluten-free and vegan. Because of its stellar ingredients and nutrition facts, FitVine Wine quickly became a favorite for fitness enthusiasts when the company launched in 2013. In 2021, the brand was ready to expand beyond this niche and start telling the story of FitVine’s amazing taste, pristine process, and become a regarded brand in the culinary and nutrition communities.

Strategy

When a brand seeks to broaden its fan base, it’s important to build new relationships, encourage product trial, and drive brand messages through multiple, far reaching platforms. To accomplish this for FitVine, FRESH added a celebrity/influencer campaign to complement successful PR efforts in telling the broader story about FitVine Wine – a wine that is suitable not only for the fitness community, but also for wine lovers who make choices based on the flavor and integrity of the product. FRESH partnered with a creative mix of celebrities and influencers in the culinary, nutrition, and entertainment categories including Celebrity Chef Richard Blais, Registered Dietitian & Media Star Joy Bauer, Comedian Jackie Schimmel, and Author Suzanne Ryan known for her work in the keto-diet community. The content included a mix of videos, reels, recipes, Instagram stories and live interviews.

Results

The goal was to inspire new audiences to learn about FitVine Wine and to drive product trail, and this was achieved. With nearly one million collective followers, this dynamic group of partners reached 200,000 people with engaging, educational, creative content featuring FitVine. With an average engagement rate of 5.3%, FRESH succeeded in making an impact, increasing awareness, and deepening FitVine’s connection in the nutrition, culinary, and entertainment communities.