BRIEF

Every year since 2013, Imbibe and Campari have launched Negroni Week to celebrate one of the world’s great cocktails and raise money for charities worldwide. In past years, bars and restaurants from across Canada came together to raise funds and awareness for charitable causes. This year, Naloi Media Group was asked to develop and execute a multi-faceted campaign and launch the first-ever virtual Negroni Week due to COVID-19. This was the first year where consumers could donate directly to the cause, which focused on supporting solely in Canada the Bartenders Benevolent Fund, a nationally registered non-profit and financial resource for hospitality professionals in Canada.

OBJECTIVES

• Increase Campari bottle sales for the bottle sale donation program, with all proceeds going to the Bartenders Benevolent Fund.
• Encourage sign-ups to the Negroni Week masterclasses on Eventbrite.
• Increase donations from consumers to meet the 10k goal for the Bartenders Benevolent Fund.
• Mitigate the impacts of COVID-19 felt by local bars and restaurants and their employees.
• Increase brand awareness and social visibility across Canada.

STRATEGY

To carry out this campaign, Naloi Media Group launched four programs:

• Trade Event: An industry-only Virtual Masterclass was hosted by Linden Pride, owner of Dante NYC. The content was specifically curated for and catered toward bartenders and trade media.
• Media Event: Mixologist Jamie Gordon, of Dante NYC, engaged trade and consumer media, as well as lifestyle and bar scene influencers in an interactive Masterclass.
• Negroni Masterclasses (consumer-facing): 6 chefs and bartenders were selected and paired up to host virtual masterclasses that featured unique Negroni recipes along with a complimentary dish.
  • Ontario event hosted by Rob Gentile & Sandy De Almeida
  • British Columbia hosted by Mijune Pak & James Grant
  • Quebec hosted by Bar George
• Influencer Campaign: 10 lifestyle/food & beverage influencers were selected to create content for Negroni Week. 5 influencers hosted Negroni Kit giveaways, while the rest communicated awareness around the different ways consumers could participate in Negroni Week.

CAMPAIGN RESULTS

• 10k donation to the Bartenders Benevolent Fund was reached with the support from said programs.
• 91 pieces of Media Coverage
• Over 16 Million Impressions including traditional media and social networks
• 186 Masterclass Attendees
• 655 #NegroniWeekCA2020 Tags
• 2,934 Giveaway Entries
• 10% Growth on the Campari Instagram account