Grand Union developed Gallo's first global campaign, commemorating the launch of the 2012 First Crop Edition. Instead of saying how fantastic the product is we decided to show it by making a real-life documentary. Gallo contacted 3 taste-experts from 3 different continents (Brazilian Chef Carlos Bertolazzi, European food critic Armand Steinmetz and Chinese Chef Vincent Song Yu) and invited them to participate in the traditional first harvest and the tasting of the resulting Gallo First Crop. This not only gave us a huge credibility but it also enabled to tell Gallo's brand story and show its heritage and expertise. The whole story captured in a 3 minute documentary.
Digital was at the core of this campaign since the documentary was launched via Youtube. More traditional channels such as TV, print and outdoor were used to promote the documentary.
The results were great: a top of mind of 50%, the best results in 8 years and over 1.5 million visualized of the 3 minute documentary.