Knob Creek
Michael Symon
Partnership
the challenge
Build awareness and recognition in the “foodie” community for Knob Creek’s newest product,
Knob Creek Rye.
the solution
DBC enlisted celebrity chef Michael Symon to help get the word out to the Knob Creek target consumer. To introduce the partnership, Chef Symon mingled with the media during a Knob Creek Rye event at the Aspen Food & Wine Classic. He created innovative video content for the brand’s social media channels featuring the product and participated in a whirlwind NYC media tour. In addition, DBC courted support from the spirits industry through an awards submission program.
The Results
Within 6 months, Knob Creek Rye was named 2012’s “Best Rye Whiskey” by the renowned San Francisco World Spirits Competition and received coverage in 100+ top-tier outlets read by the target consumer, including a “love letter” written by spirits columnist Tony Sachs for HuffingtonPost.com and feature coverage in Cigar Aficionado, Esquire, Forbes, Men’s Journal, GearPatrol.com, Gilt.com, Guyism.com, Liquor.com, MensHealth.com, Uncrate.com and Zagat.com. In addition, Knob Creek now has an ongoing relationship with Chef Symon. Over 188M impressions to-date. Over 740K impressions on Chef Symon’s social media channels.
Earned:
188M+
Impressions To-Date
Shared:
740K+
Impressions on Chef Symon's Social Media Channels
