Happy Snaps


Israel’s Caramel Winery has come up with a tasty way of getting cut-through in a very difficult market (especially difficult if you are not a country usually associated with good wine). Embracing the Instagram generation, Caramel Winery has launched ‘Foodography’ an event celebrating food and photography. A five course dinner was created on the theme of red wine and plated with smartphone photography in mind. Of course throughout Caramel Winery’s product played an important – yet relatively subtle – role in the proceedings

What We Like

The more IW thinks about this campaign the more IW likes it. From the subtlety of Caramel Winery’s involvement in the project – it trusts that by curating a much wider event it can build strong brand recognition – through to its targeting of younger, hipper wine drinkers (i.e. those more willing to try new things) this campaign shows Caramel Winery wants to target the customers of the future and it is not afraid to do things differently to achieve this aim


Subtle campaigns can carry more authority and deliver better results. You don’t always need to have your brand front and centre. Instead, through the right events and right partnerships you can rise above the fray and build a greater brand value