Liquorland enlists Aussie celebrities for ‘Legendary’ campaign

Liquorland has launched its new “Legendary” campaign featuring Australian celebrities, including MasterChef’s Andy Allen, former cricketer Adam Gilchrist, and AFL stars Bailey Smith and Charlie Curnow.

The campaign coincides with the premiere of MasterChef Australia season 18, of which Liquorland is an exclusive sponsor.

The announcement:

Liquorland has redefined legendary moments, taking stars from the pitch, field and screen and transforming them into everyday Aussie heroes as it unveils its “Legendary” campaign with creative agency, Bashful.

The hero TVC sees Liquorland partner with alcohol brands travla, El Arquero and Barry and combine them with some star power, thanks to Andy Allen, Adam Gilchrist, Bailey Smith and Charlie Curnow showing up at the right place at the right time.

At a dinner party on the brink of disaster, travla Co-Founder and MasterChef’s Andy Allen steps in just in time to fix an overly thick batter, adding a can of his low-carb lager to the mix. Meanwhile, at an outdoor barbecue, cricket legend and El Arquero tequila Founder Adam Gilchrist takes the perfect catch to stop a flying frisbee, before turning his attention to mixing his signature cocktails. Finally, at a house party facing the threat of warm drinks, AFL stars and Founders of low-calorie mixed drink Barry, Bailey Smith and Charlie Curnow arrive with the forgotten ice.

Bashful Strategy Partner, Guy Marshall, said the campaign is a celebration of the little legendary moments that happen across Australia every day.

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

The launch of the Legendary campaign coincides with the premiere of MasterChef Australia season 18, of which Liquorland has joined as the exclusive liquor partner.

MasterChef Australia judge, Andy Allen, said the campaign raises a glass to the little things that make all the difference when hosting an event.

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

Coles Liquor General Manager of Customer Loyalty, Mia Horner, said the campaign highlighted how Liquorland supports Aussies as the ultimate occasion solver.

“At Liquorland, we know it’s often the smallest gestures that bring people together, like arriving at the party with the drinks in hand. This campaign celebrates those everyday moments and the people who make them happen,” she said.

The integrated campaign features an omnichannel strategy, tailored to reach customers nationwide across in-store, owned and paid media from Monday 13th April. The films were directed by India Harris from Rabbit and stills were captured by Sarah Adamson from PhotoPlay.

Liquorland supports the responsible consumption of alcohol and the work of DrinkWise (get the facts DrinkWise.org.au)

Credits:
Liquorland General Manager Customer Loyalty: Mia Horner
Liquorland Head of Brand, Partnerships & Experiences: Brylie Dauparas
Liquorland Brand Manager: Renee Zumbo
Liquorland Media Manager: Philip Abeyratne
Creative Agency: Bashful
Media Agency: Smith St
Director: India Harris
Production Company: Rabbit
Editor: Lucas Vazquez
Grade: Alina Bermingham
Online: Brad Smith
Sound: Mosaic
Photography: Sarah Adamson, Photoplay