(Adweek) - “It’s kind of a legacy brand, like Heinz ketchup.”

That’s how Libby Brockhoff, co-founder and partner at San Francisco agency Odysseus Arms, describes client Carlo Rossi—a wine brand best known for being plentiful and, most importantly, cheap.

Parent company E&J Gallo Winery, launched by brothers Ernest and Julio Gallo back in 1933, is the world’s largest-selling family-owned winery. But if you’re looking for paid ads promoting their economy brand Carlo Rossi—which has been one of America’s most popular wines since the ’70s—you’ll be disappointed. The brand’s paid media budget is miniscule. 

What’s the key to Carlo Rossi’s success? A robust Facebook presence and a healthy ability to laugh at itself.