During the maelstrom of covid, BWS was looking for a fast, strategic pivot away from “wow, so cheap!” to a new focus on their boutique hyperlocal range. The even bigger challenge was making a behemoth brand feel unique to local neighbourhoods – a tricky request for an Australia-wide ad campaign.

increase in local sales vs. start of the year
completed views of YouTube ads
visits to our voting page
votes for local winners in each state

Our research unearthed a tasty insight that would define the campaign: local distilleries, breweries and wineries often rely on word of mouth to find success. Local brand lovers are key.

The heroes of the campaign are a series of mega fans who show their love for local drink makers in personal ways – from getting bottle tattoos, to tiling logos onto the bathroom wall. Each scenario was uniquely branded for over 600 billboards and bus shelters across 35 different regions. Not only did this achieve instant neighbourhood kudos, it gave exposure to 92 smaller brands who might be struggling during covid – all while promoting BWS as the place to buy local.

ANNA WEBSTER, BWS Head of Marketing, Wine
BWS
Nick Hunter
Reese Geronimo
Jonno Seidler
Eddie Bennett
Carl Tindall
Rob Hughes
Maren Smith, Rosie Parker
Tobias Rowles
Harrison Woodhead
Georgia Shillington
Dimitri Zaunders
Christina Bouzios
Hannah Cooper
Justin Ngy Tran
Nick Keate
Oliver Trauth-Goik
Skyhouse Studios

Paper Moose acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
© Paper Moose 2022