Josh Cellars / Share it with the Hero in your Life

 

In creating a new program initiative for rising star, Josh Cellars, we went back to basics. Joseph Carr created the brand to honor his father, Josh, a veteran, volunteer firefighter and hero in his own right. We paired the brand with The Gary Sinise Foundation and Operation Homefront, who support both veterans and first responders. Our efforts included new above-the-line advertising, website, retail, digital and social initiatives that helped the brand’s sales go from 130,000 cases to over 1 million in just the last 4 years.