Woolworths-owned liquor retailer BWS has launched a multi-million dollar campaign to promote independent suppliers.
Called ‘Local Luvva’, the campaign will feature promotions for 92 independent Australian brewers, winemakers and distillers on more than 600 billboards and digital screens across the country.
Featured independent suppliers include Margaret River’s Cheeky Monkey Brewing and McLaren Vale’s Coriole Vineyards.
“We know that Covid-19 has hit our independent suppliers the hardest, which is why we want to do as much as we can to support them,” said Scott Davidson, MD of BWS.
“The ads have been designed so that the supplier’s brand and logo is front and centre, and celebrate local, independent Australian producers as well as their biggest fans – hence the name Local Luvva,” said Vanessa Rowed, head of marketing at BWS.
The ‘Local Luvva’ campaign will also include digital, social media and radio ads and run until the end of next month.
“This year has been a difficult time for many small producers first with the bushfires and then Covid-19. We hope this campaign reminds people to buy and support local brands,” said Richard Watkins, co-owner and Head Brewer at BentSpoke Brewing in Canberra.
“Any support for local businesses from the larger retailers like BWS is absolutely welcome in this really difficult time for so many of Australia’s up-and-coming distilleries,” said Stuart Gregor, president of the Australian Distillers Association and co-founder Four Pillars Gin.
Earlier this year, BWS teamed with Dan Murphy’s fast-tracked more than 350 new suppliers and thousands of products to store in order to support suppliers suffering Covid-19 impact.