For Paul and Karen Bonarrigo, the husband-wife duo behind Texas winery Messina Hof, 2020 was projected to be a bountiful harvest—and not just in terms of grapes. Come March 2020, however, Messina Hof’s plans changed significantly. With venues shut down and foot traffic halted, the brand had to make a major pivot—and fast.
For the original 2020 plan, the goals and expectations were clear: directly and indirectly contribute to wine sales, promote attendance of in-person events and manage the reputation of Messina Hof and its products. The initial plan was to:
When lockdown hit, Messina Hof’s restaurants and locations were forced to close indefinitely. To sustain their revenue, the company had to pivot hard and fast:
In order to adjust to the sudden changes that Messina Hof had encountered, we took a 4-pronged approach to react fast and effectively. More specifically we:
Combined, our efforts produced significant results for Messina Hof and raised the bar for future endeavors well beyond the pandemic: