IAM100 Hispanic Heritage Month

Alamos Wine partners with Hispanic Star to celebrate Hispanic Heritage Month and distribute meals to families in need.

  • Creative
  • Digital
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

E. &. J Gallo Winery engaged FlyteVu to design an initiative to increase penetration with Hispanic consumers and drive efficient awareness and consideration for the Alamos Wines brand. By targeting the key markets including South Florida, Texas and Southern California, Alamos wanted to increase programming in these key markets through their partnership with Hispanic Star by incorporating 100 years of family winemaking that resonated within the seasonal consideration of Hispanic Heritage Month.

What We Did

FlyteVu created a campaign that highlighted the consumers that represent the 100% American and 100% Hispanic community – sharing stories of Hispanic families, culture and community. In celebration of Hispanic Heritage Month, Alamos Wines, the best-selling and most awarded Argentine wine in the U.S. partnered with Hispanic Star, a national platform that advances Hispanic people in the U.S., to launch the #IAM100 campaign. The cause-related marketing initiative spotlighted Latino culture through the eyes of consumers and distributed meals to families in need in cities in Florida, Texas, and California. 

Through the #IAM100 campaign, Alamos invited consumers nationwide to share their personal heritage stories for a chance to win a party package and be featured on the Alamos Instagram page throughout Hispanic Heritage Month. By participating, consumers joined the brand’s movement in creating more visibility and education about the diversity and richness of Latino culture. For every story shared with Alamos, a meal was provided to a family in need through Alamos and their partner, Hispanic Star. Alamos and Hispanic Star donated over 1,000 meals to families facing food insecurity in select cities including Austin, the San Francisco Bay Area, Dallas, Houston, Miami, Los Angeles, and San Diego. Families in these markets received meals from Hispanic-owned restaurants through Hispanic Star Hubs, the organization’s local community activation and impact network.

FlyteVu engaged influencers who represented the strategic markets as well as the 100% American + 100% Hispanic consumer. These influencers created lifestyle content highlighting Alamos and its partnership with Hispanic Star.

The Results

6.4 Million Brand Social Impressions

1.1 Million Brand Social Engagements

66 Million+ Unique Monthly Visitors

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Related Work.

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  • Branded Content
  • Digital
  • Strategy
  • Talent Procurement

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