Barefoot Wine & Bubbly has revealed its latest campaign, which aims to champion diversity and inclusivity.

The #BareYourSole campaign launches today (20 March) to coincide with the International Day of Happiness. It will engage with consumers to share their hidden hobbies or secret passions, as research shows that half of the UK population believe the key to happiness is freedom of self-expression.

The campaign also aims to build on the double-digit growth experienced across the Barefoot portfolio in 2016; sales of red wines increased by 40%, white by 23% and rose by 11%; while sales of sparkling also rose, up by 15% (Nielsen, off-trade, year to 31 December 2016).

#BareYourSole kicks off with a video by popular YouTuber Helen Anderson, in which she reveals little-known and fun facts about herself. Barefoot will then work with other like-minded social media influencers throughout the year to help celebrate what makes us different, with more than 35 million consumers set to be reached through the campaign.

Activity will include a nationwide sampling campaign, which will target more than 160,000 consumers who will be able to sample the new Barefoot Shiraz Cabernet and Barefoot Pink Pinot Grigio. Consumers will also be encouraged to share their secret passion via a #BareYourSole photo GIF booth; some lucky participants will be rewarded for taking part with a personalised bottle of wine.

Olga Senka, marketing director, said: “The Barefoot brand is all about making wine more fun while doing good and we love to do this by celebrating individuality and diversity. This approach has helped us make wine feel more relevant and approachable, bringing new consumers to the wine category. Our #BareYourSole campaign is a great platform for us to engage with consumers, while demonstrating the quirkiness and uniqueness of the brand. We are excited to see how people will bare their soles and continue to support us in our mission to make the world a better place.”

Barefoot’s Leave Only Footprints initiative will also return for 2017, which will see local volunteers help clear up their beaches at six UK locations in partnership with charity partner Surfers Against Sewage.