Life is full of Bella moments.
Our social analytics revealed that the brand was experiencing an identity problem, as their primary consumer was having a hard time relating to Giada De Laurentiis, the brand’s celebrity spokesperson, whose upscale lifestyle and gourmet cooking shows weren’t relevant to their way of life.
Furthermore, social conversations revealed that current campaign imagery of Italian landscapes, villas, and cultural traditions had little influence on purchase decisions.
E&J Gallo asked us to create a lifestyle campaign that was more in sync with today’s Bella Sera consumer. They were people who lived a modest life and enjoyed a glass of wine several times a week rather than just on special occasions. At roughly $10 a bottle for their popular Chardonnay, Bella Sera is the perfect wine for any evening.
Our campaign was designed around the simple, genuine, everyday moments that put a smile on your face and bring joy to your heart. Bella Sera celebrates those moments, because at the end of the day, they make you realize how beautiful life truly is.