E&J Gallo Winery (one of the largest wineries in the world) was launching a play of darkhorse called Longshot and they wanted to drive trial and awareness across the country.
We developed a fully integrated campaign strategy that would ensure Canadian wine lovers would Never Understimate The Longshot so we took a shot that country music fans would be naturally attracted to the essence of the brand – the horse icon and hell ya we were right! The campaign started by developing strong partnerships with Canada’s largest country music festivals, we created bespoke brand materials, POPUP activations. The Longshot brand ambassador and influencer Brett Kissel performed special surprise performances. The integrated retail contest with signage and premium product displays drove brand engagement and inspired more product in carts across Western Canada.
Longshot amplified brand awareness to over 500,000 music fans and received brand exposure across all print, media billboards, digital channels, and social media (paid and unpaid) to achieve 177,889 impressions. The retail contest across Western Canada increased sales by 28% avg.