The scheme has been backed by a £2m media campaign including a TV advert and in-store activations, which it aims to generation significant attention from.
At the heart of the campaign is a 30-second TV spot for Barefoot Pinot Grigio.
The new advert launched last weekend (Saturday 26 April) during ITV’s The 1% Club gameshow while it will also be seen across TV, video on demand, YouTube and social media.
A spokesperson for the brand told The Morning Advertiser: “The Let’s Get Barefoot campaign reflects our ambitious goals.
“Barefoot was founded on the belief wine could be fun and accessible for everyone - a spirit that has helped it become one of the UK’s top-selling wine brands for nearly two decades.”
Strong consumer demand
They added: “This new campaign perfectly captures Barefoot’s vibrant character and exceptional quality.
“With it, we aim to further elevate brand awareness, reinforce our position in the market and drive significant sales growth.
“We’re confident the campaign will fuel strong consumer demand and we encourage our partners to stock up as more people discover and enjoy their own Barefoot moment.”
The campaign has been specifically designed to increase visibility of the brand, according to the spokesperson.
They said: “The campaign is designed to significantly increase visibility for this trusted brand.
“Given Barefoot’s proven popularity and strong sales track record, operators can expect increased interest and sales uplift.”
Drive sales
The new advert perfectly captures the brand’s spirit and aims to showcase its taste and quality, Gallo senior marketing director EMEA Olga Senkina said.
“Barefoot’s story began in the 60s in sunny California, founded on the belief wine should be fun and accessible for everyone,” Senkina added.
“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.
“It was created to further elevate brand awareness and continue to drive significant sales.
“We urge you to stock up on Barefoot to meet the high demand from consumers, eager to enjoy their own Barefoot moment.”
