Barefoot Wine celebrates lockdown community spirit with new campaign

Californian wine brand Barefoot Wine is launching a marketing campaign celebrating the neighbourly spirit that has sprung up in communities as a result of the Covid lockdowns over the last year. 

The new ‘Neightbours to Knowbours’ campaign pays tribute to the relationships that has developed in communities as neighbours have looked out for each other during the global pandemic.

Barefoot says the original new campaign came off the back of research that showed that nearly half of UK residents considered their neighbours as friends, up 19% from the same period 12 months ago. It argued that community spirit was stronger than ever, reflecting the brand’s values and long-standing support of local community initiatives.

The research found the most popular activities were popping into the garden for a glass of wine, street barbecues and long walks during ‘stay local’ orders. Saying ‘hello’, signing for deliveries and keeping an eye on an empty house were other key factors to being good neighbours, as well as helping out
elderly and vulnerable neighbours on a regular basis.

As part of the campaign Barefoot is running an Instagram competition to find the nation’s ‘most unique’
neighbourhood, to win a bespoke mural  by illustrator Alice Skinner dedicated to their community and the characters within it.

It is also working with a handful of Instagram influencers  who will encourage their followers to share their experiences of neighbourhood camaraderie.

“How we end up with our neighbours is down to luck and over the past year, neighbours have often been the only people we’ve communicated with face-to-face,” Olga Senkina, marketing director
EMEA or E&J Gallo Winery said. “As restrictions ease, we want to celebrate this community spirit by
encouraging neighbourhoods across the UK to raise a glass of Barefoot to one another and celebrate
what makes their communities so unique.”