Gallo introduces summer campaign for Spritz

Gallo Family Vineyards has unveiled its latest marketing campaign and a new variant for its Spritz range.

The campaign, which also includes social media, has been developed specifically to target millennial consumers. It represents a ‘significant investment’ for the brand, according to Gallo, and it reflects the company’s commitment to developing the Spritz portfolio and growing this category as a whole.

The activity also coincides with the launch of Gallo Family Vineyards Wild Strawberry (9% abv), which is made with Gallo White Zinfandel and blended with refreshing strawberry flavours.

The new variant joins existing flavours of Raspberry & Lime; Pineapple & Passionfruit and Peach & Nectarine, each of which are 5.5% abv.

To further reach the target audience of female drinkers aged 22 to 30 years-old, Gallo will be partnering with lifestyle blogger Irene Lara, to host an exclusive What’s Your Flavourite day of pampering for bloggers and competition winners at the WAH Nails salon in Soho on 29 July. Competitions to win tickets to this event will also run on Gallo’s social media pages. The event will be promoted via digital advertising in London underground stations and on lifestyle website PopSugar.

Olga Senkina, marketing director EMEA at E&J Gallo, said: “We are very exciting about our Spritz Summer Campaign and the launch of our delicious Gallo Family Vineyards Spritz Wild Strawberry. The light and fruity style of our Spritz drink really resonates with younger consumers and this is something that we aim to really build on with our activities this summer.”

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