Never Underestimate The Longshot
The Challenge
E&J Gallo Winery, one of the largest wineries in the world, needed to drive trial and awareness across the country for Longshot, their newly launched Cabernet Sauvignon.
The Solution
MOUSE Marketing developed a fully integrated campaign strategy that would ensure Canadian wine lovers would ‘Never Underestimate The Longshot’. We targeted country music fans who were a natural fit for the brand’s wild and rustic image. We developed partnerships with Canada’s largest country music festivals and created bespoke brand materials and pop-up activations. The Longshot brand ambassador and influencer Brett Kissel also 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.
The Results
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 total brand impressions. The retail contest across Western Canada increased sales by 28% on average.
A BIG shout out to team MOUSE Marketing for expanding our awareness across the country and getting the most from our marketing spend.
Chantelle Percival
Marketing Manager
177,889
Total brand impressions
28%
Increased sales lift
