K-J, America's favorite family winery, shares its remarkable brand legacy, kicked off with the FINE-conceived Words of Wisdom campaign, and a Prime Time appearance on CBS’s hit show “Undercover Boss”.
The Words of Wisdom campaign includes a comprehensive communications effort across digital (web, mobile, tablet, Facebook) and analog channels. Among the long list of offline campaign tools are neckers, case glorifiers, mass displays, billboards, and online advertising.
The campaign, headlined by a silhouetted image that evokes both the TV show premise and the ever-presence of late company founder Jess Jackson, tells the K-J family story. With video and words, it forms the connective tissue between the Jackson family and the people who make K-J go.
Through social channels, the campaign thread extends to K-J fans with a collaborative tool that allows people to share their family’s legacy through advice, stories, and pictures. A back-end tool helps manage the flow of wisdom, approving submissions as they come in.