Barker and Ralston is using specially commissioned work by a selection
of US sculptors to launch an upmarket wine label from the Californian
winemaker, Ernest and Julio Gallo, in the UK.
Called Turning Leaf, the wine aims for the more discerning palate and
retails at pounds 5 to pounds 6 per bottle, compared with E&J’s main
brand, which comes in at around pounds 4.
To launch the wine, Barker and Ralston’s ads aim to change people’s
ideas about Californian wine and to emphasise E&J Gallo’s natural
approach to winemaking.
David Barker, the creative director of Barker and Ralston, wrote and art
directed the campaign.
It comprises four executions, which feature a photograph of leaf
sculpture, driftwood sculpture, sand sculpture or Redwood trees.
The campaign, which is backed by an estimated pounds 500,000 spend, will
break on 22 September in weekend supplements, as well as in various
style magazines such as House and Garden and Country Living. Media is
being handled by TMD Carat.