Independent Brands Australia are proud and excited to share their newest strategic platform and campaign which is centred on driving value for shoppers. The campaign leverages both The Bottle-O and Cellarbrations brand value propositions and rewards shoppers while driving fun and joy along the way.
The campaigns of Scratch and Win in The Bottle-O and Spin to Win in Cellarbrations have a primary focus on driving incremental foot traffic into stores. With no purchase required all shoppers existing, lapsed and new can participate in the campaign to win vouchers and grand prizes. In a first for independent retailers, shoppers will have the chance to win a share of $250,000 in gift cards, as well as the chance to win one of three grand prizes in either The Bottle-O or Cellarbrations.
Clare Adamiak, National Senior Marketing Manager Retail & On-Premise shared: “Shoppers are seeking value in all areas of their life, from electricity bills to their weekly grocery shop and those shopping for alcohol are no different. Shoppers are tightly managing their weekly spend and while they want to reward themselves, they are more planned and seeking consistency in price. In a recent shopper intelligence report it told us that one of the biggest impacts to satisfaction for both male and female shoppers was the desire for fixed low prices, which is why at the centre of this campaign are our prices locked programs of Super Good Value in The Bottle-O and Cellar Savers in Cellarbrations. Not only are we rewarding shoppers with vouchers and grand prizes but giving them their favourites with fixed locked prices.”
The campaign will run across six weeks, including Fathers’ Day, and will be one of the biggest media buys for the network ensuring they are top of mind and shoppers can participate in the campaign at every touch point. Shoppers will be able to play daily, receive their vouchers and head into store to redeem their voucher or gift it on to others. Six shoppers will also win one of the grands prizes, with one valued at $20,000, it is truly driving value beyond price.
The campaign represents a wider strategy around value for Independent Brands Australia as they drive their total value offering for shoppers, value through price but value beyond price. Josh Gaudry, General Manager Marketing, Digital and Loyalty shared; “We know the total value offering is important to shoppers, which is why we are launching our Value Platform and it will work alongside our brand platforms. Value for shoppers includes fortnightly specials, prices locked, but it also includes loyalty, e-commerce, click and collect, delivery and more. At The Bottle-O we are Helping you keep your costs Bottle-O and Cellarbrations we are Giving you more to celebrate. This platform will enables us to be always on.”
As cost of living is causing unprecedented strain on family’s and individual’s budgets, it was important for The Bottle-O and Cellarbrations to develop these campaigns with their brand propositions of fun and joy at the heart and able to reward their shoppers in an industry which celebrates sociability and connectedness. IBA developed these campaigns alongside their Creative Agency Partner Dig and Media Partner StarCom and are looking to expand into other banners in 2024.