Woodbridge Wines Gets Creative in the Kitchen with eBay and Charity

by David Oppenheimer
(Canada)

Looking for a fresh way to connect your beverage to a cause and generate marketing payoff too? Look at a current campaign from Woodbridge Wines. Timed around the holiday season when food and wine take center stage, they launched their second annual eBay Giving Works charity auction on eBay to support Feeding America.

Turning Your Brand into an ‘Experience’

Conventional wisdom would have had Woodbridge selling wine and giving proceeds to the cause. They took a more strategic look, teaming with cause marketing agency Auction Cause (www.auctioncause.com), and created a series of special experiences, travel packages, and celebrity interaction, all the while enhancing their brand’s reputation. It is not everyday you can have a drink with David Arquette and then volunteer together with him at a Food Bank, is it?

Reaching into eBay’s Affluent Food and Beverage Market

Ebay has become a highly sought after destination for food and beverage brands looking for a way to engage affluent consumers, as they find that the site offers up some high end consumers who love to eat out and donate to a cause at the same time. For an interactive marketing budget, this kind of targeting reaps huge rewards, as eBay provides almost limitless space for copy, photos, and even videos, all focused on your brand. What would that cost in Bon Appetite for a month?

Check out the Woodbridge eBay Charity Auction at http://www.ebay.com/woodbridge

Thank you Eric Gazin for writing the article who is the President of Auction Cause based in Los Angeles