Gallo has initiated its “biggest-ever” marketing activation for the Barefoot wine brand in the UK.
The US wine giant has injected GBP2m (US$2.6m) into the media campaign that includes a 30-second TV spot (below) that is also set to appear on YouTube and social media channels. Gallo added that the ad will be accompanied by “impactful in-store activations” after launching late last week.
Barefoot’s pinot grigio varietal is sold in the UK at an SRP of GBP8.25 (US$11) per 75cl bottle.
“Barefoot’s story began in the 60’s in sunny California, founded on the belief that wine should be fun and accessible for everyone”, said Gallo’s senior marketing director for EMEA, Olga Senkina. “Since its UK launch nearly 20 years ago, the brand has seen remarkable growth and has consistently been one of the country’s top-selling wine brands.
“This new ad … was created to further elevate brand awareness and continue to drive significant sales.”
In January, Gallo penned a distribution deal with the Spritz Society RTD brand in the US, centring around four variants of the 4.5%-ABV range, which initially launched in mid-2021.
