When Second Harvest Food Bank of Northwest, NC approached SalesFactory + Woodbine about helping them promote their inaugural Wine Women & Shoes® event, the Greensboro, NC-based agency said “Yes!” faster than you can slip on a pair of Jimmy Choos.

On Sunday, October 12, an afternoon of fashion and compassion took place at Greensboro’s Revolution Mills for what is expected to be the first of many annual events to celebrate and support Second Harvest Food Bank’s role in fighting hunger in the Greensboro community. Attendees sampled wine from signature collections while grazing on gourmet goodies and bidding on one-of-a-kind items and experiences in a raffle and live auction.

SFW arranged interviews with local print and TV media. The agency also sent male models with trays of glittery shoes and event invite cards into area restaurants during half-priced wine nights to raise event awareness, a tactic that generated buzz about the event among target audiences.

“Second Harvest is always looking for new ways to connect to our supporters, and Wine, Women and Shoes was a perfect setting to have a great experience and raise awareness and resources for our organization,” said Tomi Melson, director of development and community relations. “SFW’s support, creative ideas and ability to jump on tactics were a tremendous help. Working with SFW, we already have plans underway for a successful year two with some new twists.”

Second Harvest’s food bank provides food and hope for nearly 300,000 people each year, including 100,000 children. “We’ve been privileged to work with Second Harvest before on a number of events,” notes SFW’s PR director, Monique Moffit. “But WWS allowed us to really have some fun and stretch our creativity.”