Born from a passion for hiking, camping and nature, Redwood Creek Wine wanted to capitalize on the brand’s unique DNA. Seeking an activation platform to support their Blaze The Trail greater outdoors positioning and build their online community, they turned to Centra for our “primal” marketing instincts. We got to work developing an outdoor grilling platform supported by a roaring marketing campaign, which was highlighted by a Season Two sponsorship of the cooking show Primal Grill with Steven Raichlen. We identified the opportunity and negotiated on-air sponsor credits, product integration into the show and other exclusive content from Steven Raichlen for online/offline use. A national consumer sweepstakes was launched in conjunction with the sponsorship and was supported in-store and on Redwood Creek’s website. To activate the retailers, we helped wrap it all together with an in-store partnership between Redwood Creek and Reynolds Foil Wrap around the Primal Grill show and outdoor grilling theme. The Redwood Creek marketing strategy with Steven Raichlen provided instant credibility within the outdoor grilling space and delivered a highly popular program that was leveraged across multiple marketing communications. Exclusive content from Primal Grill with Steven Raichlen captured the interest of consumers, who then signed up to join Redwood Creek’s online community. This expedition into the great outdoors blazed new trails for effective wine marketing.