Turning Leaf in food-matching campaign
Gallo has launched a campaign pairing its Turning Leaf brand with food.
Winemaker Stephanie Edge has teamed up with chef Esther Röling to create a seasonal recipe for each of the five Turning Leaf wines – Chardonnay, Pinot Grigio, Cabernet Sauvignon, Pinot Noir and Zinfandel.
The activity is backed by a marketing campaign targeted at premium wine consumers that includes advertising, PR, digital media and trade marketing.
National weekend supplements and food and drink lifestyle magazines will run advertorials featuring the recipes over the course of the year, alongside Quick Response barcodes for smartphones, which take consumers directly to a mobile optimised website.
A stand-alone UK-facing website will feature the recipes, videos of Esther and Stephanie creating each dish, and a wine and food-matching tool.
There will also be POS kits available for retailers in the impulse and cash and carry sector.
Turning Leaf associate marketing manager Sarah Barrett said: “The collaboration between our winemaker Stephanie Edge and chef Esther Röling celebrates the delicious combination of great wine with great food. In creating seasonal, flavourful recipes inspired by each Turning Leaf wine we are showing our consumers a truly colourful dining experience.”