Barefoot Wine

The brief was to break a wine brand into a beer-dominated space and make it feel native to NFL culture — specifically for the wave of women who were newly showing up to football as fans. I built a full-season program that ran September through February: three live NFL tailgates across Buffalo, Nashville, and Kansas City; a custom Camille Kostek commercial that became the #1 branded YouTube Short across all of Betches' branded content in 2025; and a talk show series that landed in the top 3 most-viewed long-form videos on the Betches YouTube channel.

The campaign didn't just move numbers — it repositioned Barefoot as the #1 wine brand in football culture, verified by a Comscore Brand Lift Study and a ListenFirst competitive analysis showing we generated 20x more organic engagement than the next-best wine partnership in market.

Stats:

• 42M Impressions (+13% above goal)

• 131K Organic Engagements (70x above competitive campaign avg.)

• #1 purchase consideration and intent in category

• +19-pt lift in purchase intent (2x above industry norm)

• 62% of exposed audience named Barefoot the best wine for football

• 94% more positive brand perception among those who recalled the campaign