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Special Project

Special Project
From the 11th Annual Shorty Awards

Josh Cellars Celebrates Father’s Day with A Pop-Up Shop in Grand Central Station

Finalist in Physical & Digital

Entered in Integrated Campaign


For the past five years, Lippe Taylor has helped Josh Cellars take the wine world by storm, with meteoric growth from 200K cases to more than two million cases sold annually.

As such, Lippe Taylor was challenged to find a way to take the brand to the next level and bring the Josh Cellars brand story to life for Father's Day. Joseph Carr, the founder of Josh Cellars, started the brand to show love, respect and honor to his father, the man that taught him everything he knows.

Drawing inspiration from a key consumer insight that showed dads are hard to shop for and that most gift-givers wait until the last minute to buy Father's Day gifts because they do not know what to buy for Dad we developed a unique multipurpose event that maximized spend and ROI.

Strategy and Execution

Leveraging the insight that most people wait until the last minute to shop for a Father's Day present, Lippe Taylor worked with the brand to create a one-stop shop where consumers could easily purchase a gift while on the way to or from work. Featuring Josh Cellars and a host of products from brand partners, a pop-up shop was erected in Grand Central Station for three days to help eliminate shopping stress.

The concept was extended digitally through a partnership with Giftagram, an app that delivers curated gifts. The last-minute shopping insight was a key element in media outreach, giving Lippe Taylor a newsworthy stat to share when announcing the shop and overall program to the press.

As such, Lippe Taylor created and brought to life a hybrid multi-purpose, three-day activation, designed for media, influencers, sales managers and commuter-consumers at one of the most high-trafficked locations in the country, New York City's famed Grand Central Terminal. As part of the activation:

•Josh Cellars teamed with like-minded brands such as Crosley Radio, Native Union, This is Ground and RBT (also a Lippe Taylor client) to extend the brand's reach. In addition, It also partnered with mobile gift-giving app Giftagram to extend the program nationally, allowing customers to purchase an assortment of curated gift boxes through its mobile app.

•The brand sampled and sold wine on-site. With each purchase, the brand donated 100% of the retail selling price of all bottles of Josh wine physically sold at the pop-up shop to The Firemen's Association of the State of New York (FASNY), leveraging the brand's authentic sense of purpose. In addition, consumers had the option to have their bottle of Josh engraved with a custom message for dad.

•Lippe Taylor facilitated an engaging activation with The Haiku Guys to create custom, meaningful Father's Day cards on-site, on-demand, that could be mailed directly from the shop.

In addition, leading up to the shop's opening, Lippe Taylor utilized a multi-pronged media strategy to spread awareness and build buzz. As part of the strategic approach, Lippe Taylor:

•Hosted a preview for media, influences, and industry executives the night prior to launch, leading to organic social posts and coverage on a local and national level

•Extended reach of the event on social media by partnering with eight influencers spanning relevant categories such as family and parenting, lifestyle, and food and wine to post about the activation

•Pre-seeded Giftagram boxes to select media, influencers and celebrities



•Engaged 65 Media Attendees At The Preview Event

•Secured 144 Placements + 84 Social Shares

•Earned Media 455MM Total Impressions – Across digital, print and broadcast

3,017 Patrons To Visited The Shop

982 Bottles Of Wine Purchased In Store

8 Partner Influencers Who Created 67 Unique Pieces Of Social Content

•Reached 9.4MM Social Media Followers Via Partner And Organic Influencers


Entrant Company / Organization Name

Lippe Taylor, Josh Wine