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Gallo links up with Walkers crisps

Published:  18 January, 2007

Walkers Sensations has teamed up with Gallo Family Vineyards in a new promotional campaign called Divine with Wine.

The brands plan to capitalise on increasing numbers of consumers snacking and drinking at home.

FF Panel 2006 data shows 20% of consumers currently like to drink wine with their crisps. The figure is growing at 23% year-on-year.

The campaign will launch in mid-May 2007 with an in-pack promotion giving consumers the chance to win 3m-worth of Gallo wine and money off coupons.

Jane Hunter, E & J Gallo Winery's marketing director, said: "Gallo Family Vineyards and Walkers Sensations were made for each other.

"We think so and we're sure our consumers will too. What could be more perfect for our consumers than enjoying a good quality glass of wine with some delicious snacks?"

Following the Divine with Wine in-pack promotion, the campaign will continue with on-pack tasting notes recommending a selection of Gallo wines to accompany Sensations flavours.