Barefoot Wines held a beach-themed promotional event at Yonge-Dundas Square yesterday morning, offering free pedicures and wine samples to passersby. Jennifer Wall, the California company's winemaker, worked with Praxis PR on the product awareness and fund-raising event. For every pedicure given, Barefoot pledged to donate $100 to Blue Flag, an eco-labeling program for beaches. The program is operated in Canada by Environmental Defence.
"We have a longstanding policy that we don't do any paid advertising, so instead we partner with nonprofit organizations for promotions and local events," said Wall, who flew in from Los Angeles. Jennifer Valentine of Breakfast Television broadcast live from the event, which started at 6:30 a.m.To set the beach scene, the band Graffiti Park dressed in summer outfits and played while standing in a crate decorated with palm trees and umbrellas. Beside them, three estheticians from the Mobile Spa gave pedicures using foot sanitizer instead of the usual foot soak. After 11 a.m., a tasting tent opened that included wine samples and finger foods from the Pickle Barrel. Barefoot Wines, available in Ontario since last September, aimed to raise $10,000 at the event.
"We have a longstanding policy that we don't do any paid advertising, so instead we partner with nonprofit organizations for promotions and local events," said Wall, who flew in from Los Angeles. Jennifer Valentine of Breakfast Television broadcast live from the event, which started at 6:30 a.m.To set the beach scene, the band Graffiti Park dressed in summer outfits and played while standing in a crate decorated with palm trees and umbrellas. Beside them, three estheticians from the Mobile Spa gave pedicures using foot sanitizer instead of the usual foot soak. After 11 a.m., a tasting tent opened that included wine samples and finger foods from the Pickle Barrel. Barefoot Wines, available in Ontario since last September, aimed to raise $10,000 at the event.
Barefoots Wines\' display at Yonge-Dundas Square
Photo: BizBash
The wine company's blown-up barefoot logo provided a backdrop while staffers handed out purple leis and keychains to passersby.
Photo: BizBash
Tables of finger foods like beef skewers and sandwiches accompanied the wine tasting.
Photo: BizBash
Barefoot winemaker Jennifer Wall and Blue Flag program coordinator Sarah Winterton received pedicures.
Photo: BizBash
The band Graffitti Park played beside pedicure participants.
Photo: BizBash
