Creative in association withGear Seven

Josh Cellars Wine Founder Talks Gratitude in Campaign from Tombras

Advertising Agency
Knoxville, USA
Campaign highlights Joseph Carr and his gratitude towards all of those who have helped him make Josh Cellars successful

Josh Cellars, the #1 premium wine in America and part of Deutsch Family Wine & Spirits (DFWS) portfolio, has launched a brand campaign from Tombras, which became AOR for the brand in July 2021. The campaign speaks to the founding principles of the Josh Cellars brand: gratitude and family. 

The largest and fastest growing premium $11+ brand in the country, Josh Cellars was named American Winery of the Year by Wine Enthusiast Magazine in 2021.

Named in tribute of the founder’s father, Joseph Carr’s father, Josh, a US army veteran and volunteer firefighter, Josh Cellars is a brand born out of hard work and appreciation. Josh Cellars understands that time spent together with those we love most is what is most cherished – and wants to be the wine that helps cement those kinds of special moments. Throughout the spots, Joseph Carr is shown surrounded by family, friends, and coworkers and we learn more about the founding story and reason behind it all: his father, Josh. 

The campaign launched 2/15 with the ‘Sunday Supper’ and ‘Dirty Work’ spots, and two more spots will roll out between Q2 and Q4. The spots build on previous campaigns and lean into the overall brand strategy of gratitude. Tombras worked with Superprime Productions to shoot the campaign which will run across linear, CTV, OLV, OTT. 

DFWS has donated over $1 million to charities to honour Joseph Carr’s legacy and continue the brand’s mission of gratitude. This campaign comes on the heels of a major brand Holiday activation, Joshgiving, centered around gratitude in partnership with Josh Groban and a full suite of social-first assets to help promote the full Josh wines portfolio.  

“Josh Cellars is the #1 premium wine brand in America, but the brand’s values of gratitude, hard work and family are even more important than its size. We are so proud of this work and the opportunity it provides us to tell founder Joseph Carr’s authentic stories and express appreciation to all those who have helped the Josh brand reach these epic heights,” said Tom Steffanci, president, Deutsch Family Wine & Spirits. 

“Since the minute we met Joseph Carr, we felt honored to be the ones to tell his story, and the story of Josh Cellars. It’s a story of hard work, gratitude, and family –  themes that are especially important to our agency, and we’re thrilled to share it with consumers,” said Dooley Tombras, president, Tombras.

Agency / Creative