Liquor Barons’ new brand campaign, Legit Value, launches this week and is a continuation of their successful Legit Locals campaign from the previous few years. The campaign features 13 different executions that communicate the kind of community support, local knowledge, personal service and extensive range that your local Liquor Barons offers.
Shop at your local Liquor Barons, and you won’t just find great prices on a brilliant range of products, you’ll also get the kind of Legit Value only WA’s leading independent liquor retailer can deliver.
Liquor Barons’ Marketing Manager, Lisa Hegarty, said: “The Liquor Barons unique selling proposition has always focussed on being WA’s only liquor co-op and the brand campaign ‘Legit Locals’ succeeded in delivering that message. This new Legit Value brand campaign takes Legit Locals one step further, by showcasing the value that our Legit Locals credentials can offer to our customers.”
“Liquor retailing is a competitive game, with the major chains battling it out on price, as a 100% WA owned and operated co-op, Liquor Barons offer our customers so much more than that. We pride ourselves on providing them with real value, personal service, in-depth knowledge, a tailored range, convenience, and support for the local communities that we as Legit Locals are part of, which is how LEGIT VALUE was born.”
Hegarty added: “Liquor Barons has always been about more than just lowest prices, and the Legit Value campaign harnesses the power of stereotypical retail headlines to capture attention, whilst delivering an even stronger message.”
AT, Creative Director, Andrew Tinning, said: “Every day, across multiple channels, consumers are bombarded with retail headlines that are typically focused on price. In our new campaign, we’ve presented Legit Value in a tongue in cheek way that uses these classic retail headlines but given them a twist to highlight the difference between ‘cheap price’ and LEGIT VALUE.”
“Visually, we have leaned into the classic old school retail ads of the 50’s and 60’s, to create an eye-catching look that fits with the Liquor Barons brand personality.”
Kicking off on large format billboards, it will continue to roll out across digital, social, print and POS over the coming summer months.
Client: Liquor Barons
General Manager – Chris O’Brien
Marketing Manager – Lisa Hegarty
Marketing Co-Ordinator – Eliza Schwab
Digital Graphic Designer – Brittney De Gouveia
Creative Agency: AT Creative
Creative Director/Writer /Art Director – Andrew Tinning
Ian Bird – Designer
Media Agency: Neve Media
Director – Debra Neve
Digital Agency: Kennedy Digital
Director – Jack Kennedy
Talent: Simon Lodge as the Baron