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The “Neighbours to Knowbours” campaign includes an influencer partnership and a competition to find the most unique neighbourhood, offering consumers the chance to win a bespoke mural dedicated to their community and the “unique characters within it”.
The campaign recognises the community spirit that has evolved since the first restrictions came into effect last March and “shines a light on the new friendships forged”.
The brand carried out research which revealed that almost half of UK resident consider their neighbours friends, a 19% increase from 12 months ago, and the most popular activities include “popping into the garden for a glass of wine, street barbecues and long walks during ‘stay local’ orders”.
Olga Senkina, marketing director at brand owner E&J Gallo Winery, said: “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.
“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.”
The entry deadline for the Retail Industry Awards – which reward excellence across a raft of different categories – has been extended to to 11 June. Find everything you need to enter here.
