Double glory for Gallo

E&J Gallo Winery celebrated a double success at The Drinks Business Awards 2012, adding Best Consumer Campaign to its prize for Best Launch.

While Gallo Summer Red took the award for Best Launch, it was the company’s Barefoot brand which triumphed in the Best Consumer Campaign category with “The Barefoot Wine Beach Rescue Project”.

By targeting local communities across the world, Gallo communicated its Barefoot Beach message to a wide-reaching global audience, in a campaign the judges called “a genuine PR exercise with a beneficial side-effect”.

In particular, the judges praised the initiative for its “benefit to the community while being honest about its purpose to sell wines. It’s a novel idea and something wine companies don’t get involved with.”

In summary, they concluded: “It’s the most exciting and original campaign, and creativity is important when judging this category”.

The runner up was Campo Viejo, whose “Colour Your Kitchen” campaign was hailed as “lively, bold, colourful and expressive with a direct link between the brand and consumers’ interest in cooking and entertaining”.

The rest of the shortlisted entries were as follows:

Laithwaite’s Wine – “Heritage”

McGuigan Wines – “What’s your Style?”

Brancott Estate – Rugby World Cup 2011 partnership

Wines of Germany – “Trial by Pinot Noir”

For a full list of this year’s winners, click here.