Global wine firm Gallo is celebrating the liberating notion of going shoeless with a new, multi-million campaign for its popular pinot grigio brand Barefoot.
Launched in a primetime slot on ITV gameshow The 1% Club, the whimsical 30-second spot will run across TV, video-on-demand, YouTube and social media, with the US firm projecting a UK reach of 25 million.
“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 Olga Senkina, EMEA senior marketing director at Gallo said.
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“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 perfectly captures Barefoot’s vibrant spirit and showcases its exceptional taste and quality. It was created to further elevate brand awareness and continue to drive significant sales.”
Backed by a significant £2 million media spend, the “feel-good” video campaign will be additionally supported by a series of in-store activations that play along with the creative’s feel.
