Gallo Wine and Universal Studios have teamed to launch the Gallo Film Club.
Created by The Assembly, the club aims to bring special moments from the big screen into the home while viewers share a glass of Gallo wine.
The Assembly was briefed with devising a brand platform that would add equity to the brand and create deeper connections between consumers and the wines.
The Gallo Film Club campaign will consist of digital and social marketing, advertising, PR, events and sampling.
A promotion and member website will sit at the heart of the campaign where people can claim a DVD with each purchase of marketed Gallo bottles.
The site will also include food and wine suggestions, access to a complete film package featuring the latest news and interviews with film stars and directors.
Film related competitions will also be held through the site.
Trevor Hardy, Founder of The Assembly said: "The campaign is a natural evolution of our relationship with Gallo and has provided an opportunity to apply our unique blend of creative expertise to a fun idea. The campaign will engage with existing and potential new audiences for Gallo Wine and will create truly unforgettable evenings.”
Susanne Buchmann, marketing manager at E&J Gallo Winery, added; “The Assembly has created a powerful campaign for Gallo Family Vineyards, giving the brand a role in creating memorable moments. 2012 is another exciting year for Gallo with the launch of our Moscato wine. The Gallo Film Club is the ultimate way to enjoy a film and a glass of wine with family and friends.”