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Case Studies

Cause-Related Marketing and PR Case Study

The Barefoot Wine Beach Rescue Project Makes America’s Beaches ‘Barefoot-Friendly’

Objective

Develop an equity program communicating Barefoot Wines’ fun personality while remaining close to the brand’s grassroots, charity-focused ideals.

Approach

  • Hunter PR facilitated a partnership between Barefoot Wines and Surfrider Foundation, a nonprofit committed to the protection and enjoyment of our world’s oceans, waves and beaches.
  • Through the partnership, Hunter PR coordinates 20+ community beach cleanups each year, demonstrating Barefoot Wine’s commitment to making America’s beaches, oceans and waterways “barefoot friendly.” Over the past five years, more than 5,000 volunteers have collected more than 16,000 pounds of trash.
  • Hunter PR added an entertainment media angle to the program by commissioning beach-friendly celebrity musicians, such as Mason Jennings, G. Love and Tristan to join the cleanups.

Results

  • Since 2007, the program has generated more than 9,000 media placements and 400 million impressions in targeted outlets such as the Associated Press, USA Today, Washington Post Self, Treehugger.com, E! News, Thrillist and Ecorazzi.
  • The program also won PR News’ Nonprofit PR Award for Best Volunteer Program.

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Barefoot Wine Public Relations

Making beaches Barefoot-Friendly: A dedicated volunteer in Portland, OR collects litter as part of the Barefoot Wine Beach Rescue Project.