The Background

Christmas is a time of celebration, with many people across the country enjoying the festivities and a drink or two with friends, families and colleagues. December is therefore the peak time for alcohol sales, and a pivotal sales period for all alcohol brands.

With so many advertisers trying to push their product promotions at the same time, it is a challenge for brands to stand out in the heavily saturated market.

Gallo wanted to promote their Barefoot wine range during the Christmas 2019 period, and knowing the challenge, they asked Hi! Street Digital to help give them an edge over their competitors.

The Campaign

22% of all shoppers choose to buy their alcohol locally and Convenience stores see a 1.5x increase in wine sales in the 12 weeks pre-Christmas.

1 in 5 convenience store shoppers stop in to buy alcohol over the Christmas period as store locations are conveniently close to homes and destinations. Because of this, we knew that we could give Barefoot prime exposure to alcohol shoppers over the holiday period.

Gallo leveraged Hi! Street Digital’s animated screens to play a colourful, Christmas inspired creative that stood out on dark winter nights.

As our screens are perfectly positioned at the entrance to stores, we were able to provide a last point of influence, helping shoppers to make an easy decision on which wine to pick up in store.

The Results

To prove that our advertising had helped Gallo to increase sales and outperform their competitors, we measured sales uplift figures from stores playing their creative, against control stores which weren’t showing the Barefoot advertising.

Hi! Street Digital stores outperformed the control stores (without advertising) by 46% across the 3-week campaign period, proving that path-to-purchase influence is critical to increasing sales in a competitive market.