Kendall-Jackson
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”.
![](https://cdn.wearefine.com/system/uploads/fae/image/asset/432/sm_KJ_devices.jpg)
Browse While You Watch
A responsive website is the perfect fit for a captive television-viewing audience. The real-time national campaign activation extends from sophisticated social content sharing tools to shelf-talkers in rural chains, all unified by the idea of continuing to build on this winery’s family legacy.
![](https://cdn.wearefine.com/system/uploads/fae/image/asset/433/sm_KJ_bottles.png)
All Points of Contact
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.
![](https://cdn.wearefine.com/system/uploads/fae/image/asset/434/sm_KJ_BillboardAd2.jpg)
Behind the Silhouette
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.
![](https://cdn.wearefine.com/system/uploads/fae/image/asset/435/sm_KJ_Facebook.jpg)
Social Engagement
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.
Family Legacy / Words of Wisdom
The Words of Wisdom campaign will persist long after the Undercover Boss television event. It will evolve and grow, a legacy shared and created by those with a lasting appreciation for Kendall-Jackson. And just good old-fashioned family wisdom.