Barefoot, the #1 wine brand in UK Grocery, is celebrating the new relationships that have developed between neighbours over the past twelve months with an original new campaign that echoes the brand’s values and long-standing support of local community initiatives.
Launching this month, the Neighbours to Knowbours campaign recognises the incredible community spirit that has evolved since the first restrictions came into effect last March and shines a light on the new friendships forged.
With research carried out by the best-selling Californian wine brand revealing that almost half of UK residents now consider their neighbours friends, a heart-warming 19% increase from 12 months ago, the community spirit is stronger than ever. The most popular activities include popping into the garden for a glass of wine, street barbecues and long walks during ‘stay local’ orders.
The research also highlights the qualities that make the perfect neighbour, with saying ‘hello’, signing for deliveries and keeping an eye on an empty house being deciding factors. Over half of respondents also said that they wanted to be asked about their wellbeing and a third were keen to ensure that the elderly and vulnerable were being helped out on a regular basis.
In addition to collaborations with influencers @tanyacompas, @ jackremmington, @badkidhq and @nathanramsayy, who will be encouraging their followers to share their experiences of neighbourhood camaraderie, Barefoot is launching a competition to find the nation’s most unique neighbourhood. Consumers will have the chance to a win a bespoke mural dedicated to their community and the unique characters within it, created by renowned illustrator Alice Skinner, through @barefootwineuk on Instagram.
“How we end up with our neighbours is down to luck and over the past year, neighbours have often been the only people we’ve communicated with face-to-face,” says Olga Senkina, Marketing Director EMEA or E&J Gallo Winery. “As restrictions ease, we want to celebrate this community spirit by encouraging neighbourhoods across the UK to raise a glass of Barefoot to one another and celebrate what makes their communities so unique.”
Launched in California in the 1960s by free-spirited Californian winemaker David Bynum and introduced to the UK in 2009, Barefoot has been advocate for all communities, stood for accepting everyone just as they are and helping to give back to communities through charity events, local causes and non-profit partnerships. Fun and down-to-earth, Barefoot is serious about is making good wine and has won over 2,000 awards for its range of wines across the globe.
Barefoot wines are available nationwide.
1 Nielsen Scan Track – MAT 02.01.12 – GB Total Off-Trade – Still Wine
2 Research of 2,000 UK adults conducted by OnePoll in April 2021
3 Research of 2,000 UK adults conducted by OnePoll in April 2021