BRIEF

Execute Canada’s first-ever virtual Negroni Week campaign during the COVID-19 pandemic to maintain consumer engagement with Campari while supporting the hospitality industry. The campaign aimed to raise awareness and funds for the Bartenders Benevolent Fund, a charity assisting hospitality workers affected by the pandemic.

APPROACH

• Developed and executed a national PR and social media campaign for Negroni Week Canada
• Produced free virtual Negroni masterclasses featuring Dante NYC, named the World’s Best Bar
• Hosted virtual tasting events with celebrity chefs and bartenders in Toronto, Montreal, and Vancouver
• Partnered with influencers to showcase creative Negroni recipes and drive digital engagement
• Launched social giveaways and digital activations encouraging donations to the Bartenders Benevolent Fund

RESULTS

• $10,000 raised for the Bartenders Benevolent Fund
• 91 media placements across national lifestyle and hospitality outlets
• 16M PR & social impressions
• 186 virtual masterclass attendees
• 655 campaign hashtag uses (#NegroniWeekCA)
• 2,900 giveaway entries
• 10% growth in Instagram followers