Cause-Related Marketing
and PR Case Study

The Barefoot Wine Beach Rescue Project Makes America’s Beaches ‘Barefoot-Friendly’
Barefoot Wine challenged Hunter PR to develop an equity program leveraging the brand’s fun personality while remaining close to their grassroots, charity-focused ideals. It was from this that the Barefoot Wine Beach Rescue Project was born. In partnership with the Surfrider Foundation—a non-profit environmental organization dedicated to the protection and enjoyment of the world’s oceans, waves and beaches—Hunter PR has overseen more than 60 events from coast to coast, hosting various beach restoration projects as well as celebrations to toast the volunteers’ hard work. Media and consumer-friendly spokespeople commissioned by Hunter PR to be the face and voice the program include musicians Eric Hutchinson, Mason Jennings, G. Love, Tristan Prettyman and Jill Cunniff (of Luscious Jackson). The program is now in its fifth year, and Barefoot Wine has donated more than $600,000 to the Surfrider Foundation in support of its mission to improve coastal water quality, promote free and open beach access, preserve coastal ecosystems and protect public beaches around the world. To date the program has generated more than 6,000 placements and more than 250 million media impressions including Self, Women’s Health, Time Out New York, Life & Style, In Touch, Associated Press, USA Today, San Francisco Chronicle, New York Daily News, Miami Herald, Washington Post, Austin American Statesman, People.com, Food & Wine.com, Surfline.com, Surfer.com, Ecorazzi.com, Treehugger.com, EXPN.com, Askmen .com, Thrillist, E! News (2x), Fox & Friends, Daily Buzz and Fuse TV.