E. & J. Gallo Consolidates Wine At FCB

E. & J. Gallo has consolidated advertising duties for all of its wine brands with lead agency Foote, Cone & Belding here without a review, according to industry sources. FCB’s business with Gallo is now worth an estimated $25-30 million.
FCB has worked on the Gallo of Sonoma and Turning Leaf brands for several years, developing a national rollout campaign for the latter in 1995. In addition to those two, the agency will now handle all creative duties for Gallo’s Gossamer Bay, Indigo Hills and E. & J. Gallo brands, sources said.
The Modesto, Calif.-based vintner uses The Media Edge, New York, for its media buying.
The consolidation pushes out Gallo roster shop Citron Haligman Bedecarrƒ, San Francisco, which handled the launch of the Gossamer Bay brand last year with a TV campaign. Citron was awarded that estimated $3-5 million account in mid-1996.
Citron produced and tested a new TV spot for Gossamer Bay last fall, but the client has not yet approved it for further use, sources said. The effort targets “Generation X” wine consumers and features a hip, jazzy party scene with young people mingling and drinking Gossamer Bay. Sources said the spot is delayed because winery chairman Ernest Gallo is not convinced that the “Gen-X strategy” should be pursued for the brand.
Former Gallo roster shop Dailey & Associates, West Hollywood, Calif., which created advertising for the E. & J. Gallo brand for a few years, resigned the account last September when it won an estimated $5 million account from Robert Mondavi Winery, following a review of several shops in Northern California.
Gallo spent approximately $18 million on advertising for all of its brands in 1996, and roughly $12 million from January through November 1997.
The client did not return phone calls by press time. Executives at FCB and Citron declined to comment. –with Joan Voight