Wine drinkers in Ireland are painting the town rosè as a team of Gallo street musicians serenade them this summer.
The buskers are part of an integrated campaign created by New Adventure Group for Gallo. The campaign also includes a neck collar promotion on 100,000 bottles to win one of 5 fun nights out, in-store couponing, on-line advertising and joint promotions with key websites.
The activity has been designed to significantly raise the profile of Gallo’s rosè brands – White Zinfandel and White Grenache – during the key summer sales months. The buskers are also supporting key stockists by performing in the wine aisles at larger stores.
New Adventure Group chief executive, Les Mear says: “This campaign is having a real impact in store for Gallo and is creating the visibility they desire. Activity of this type is also very cost effective to run and provides Gallo with a clear and visible return on investment as we track daily sales in each store we visit.”
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