Challenge:Position and introduce Francis Ford Coppola’s pasta, sauce, wine & the release of The Godfather Collectionon DVD. Communications included print, radio, distribution strategy, public relations, promotion, sponsorship, production, special event hosted by Mayor Rudolph Giuliani who proclaimed June 11th “Carmine Coppola Day”
Strategy: Workhouse recreated a scene from The Godfather by way of an authentic Italian street event entitled Festa Macaroni! to launch Francis Ford Coppola's Mammarella pasta, sauce, olive oil, Neibaum-Coppola wine and Paramount Pictures The Godfather Collection on DVD.
Result: The most successful of more than 300 product launches in the F&B category. Winner of the Blancaneaux Award (Wine Advocate). Received Top Pick of new releases (Wine Spectator) resulting in vast high-end placements in 79 locations from NYC to CA.
Brooklyn, NY- Five-time Oscar winner Francis Ford Coppola may be best known for films such as The Godfather trilogy, Apocalypse Nowand Bram Stroker'sDracula, but those who know him best, know that he is also an avid cook. Coppola recently introduced a line of organic pasta sauces, olive oil and rustic pasta. Produced by Workhouse Publicity, FestaMacaroni! was an authentic Italian street festival designed by Oscar-winner Dean Tavoularis which took place at Coppola's Morisi-Coppola Pasta Factory located in Park Slope Brooklyn. Twelve blocks were transformed with glittering Italian arches dressed in red, white and green tinsel, fluttering Italian flags from window sills and a vintage merry-go-round which delighted both young and old. Guests from the worlds of film, food and wine joined with block residents to enjoy mouth-watering old-fashioned pasta created from original bronze molds. The day was complimented by wines from Coppola's own Niebaum-Coppola winery located in Napa Valley. Additional festival vendors included rustic breads from TomCatBakery, Old Brooklyn Soda, Ciao Bella Gelato, Illy Espresso and Sausage and Peppers from Gina Foods. Celebrating the release of the Godfather Collection on DVD and the works of Oscar-winning composer Carmine Coppola, a 7-piece orchestra played music from the film as guests slowly waltzed in a scene reminiscent of the production. One of the most poignant moments of the day was the arrival of the Honorable Mayor Rudy Giuliani and his proclamation (Source: BizBashMedia)
THE HOUSE THAT WORK BUILT.