Here's how Carmel Winery created a trend on Instagram

Carmel Winery teamed up with Tel Aviv restaurant Catit to create a unique meal experience for diners who love taking aesthetically pleasing images of their meal prior to consumption. 
They called it Foodography and eventually the event started to trend on instagram (#fdgr). The campaign went on to reach 20% of Israel’s population receiving $400,000 worth of free press from publications around the world. The winery’s sales also rose by 13%.