Liquorland taps Aussie stars for ‘Legendary’ brand push

Liquorland has launched a new brand platform, tapping a line-up of Australian sporting and entertainment figures to turn everyday hosting moments into something “legendary”.

Created with creative agency Bashful, the campaign brings together personalities including MasterChef judge Andy Allen, cricket great Adam Gilchrist and AFL players Bailey Smith and Charlie Curnow in a series of light-hearted scenarios built around common social mishaps.

The hero film sees the group step in to save the day at various gatherings, from rescuing a dinner party with a last-minute ingredient fix to supplying ice at a house party on the brink.

The campaign also integrates brands founded or backed by the talent, including Allen’s Travla beer, Gilchrist’s El Arquero tequila and the Barry drinks range from Smith and Curnow.

Bashful strategy partner Guy Marshall said the work is designed to build a long-term platform around everyday occasions.

“We were excited by the opportunity to create a long-term brand platform for Liquorland, one that is creatively evocative and has enormous scope to help shape so many future brand behaviours,” he said.

“The chance to bring this to life with some true Aussie legends was the cherry on top.”

The campaign coincides with the launch of MasterChef Australia’s latest season, with Liquorland joining the program as exclusive liquor partner.

Allen said the campaign reflects the small moments that define social occasions.

“I’m so pumped to be part of this campaign and to showcase Travla to Australians in a way that celebrates those everyday moments we all know and love,” he said.

“It was a lot of fun teaming up with Gilly, Bailey and Charlie to bring it to life and highlight those legendary, everyday wins.”

Coles Liquor general manager of customer loyalty Mia Horner said the campaign positions Liquorland as an “occasion solver”.

“At Liquorland, we know it’s often the smallest gestures that bring people together, like arriving to the party with the drinks in hand,” she said.

“This campaign celebrates those everyday moments and the people who make them happen.”

The integrated campaign rolls out nationally from 13 April across in-store, owned and paid channels.