Cellarbrations and the Nova Network launch Christmas gifting campaign via Starcom + Dig


Australian bottle shop brand, Cellarbrations has partnered with Nova in a national campaign via Dig and Starcom, which includes a month-long drive time sponsorship of the Kate, Tim & Joel Drive show, and on-air and on-street gift card giveaways.


Working with its media agency, Starcom, the campaign aims to intercept terrible Christmas gift purchases before they happen – helping shoppers buy well-loved gifts for everyone.

With the insight that in 2021, unwanted Christmas gifts totalled a staggering $574 million, with more than half the country (53%) receiving at least one unwanted gift – the Cellarbrations campaign has been designed to use wit and humour to build positive brand association with Christmas, bringing to life its proposition of recommending drinks to suit any occasion.

As part of the radio partnership, show hosts Tim Blackwell and Joel Creasey will speak to the way Cellarbrations is intercepting bad Christmas gifts – referencing key shopping occasions, like office Christmas parties, Secret Santa gift exchanges, friend and family gatherings, and restocking ahead of New Year’s Eve.

The on-street giveaway component will focus on busy shopping districts in every capital city, where the station’s street teams, the Nova Casanovas will act as Cellarbrations helpers – physically intercepting people and distributing gift cards to help them make savvy Christmas gifting decisions at nearby Cellarbrations stores.

Campaign activity also includes TV, BVOD, live crosses, podcast activations, and social media.

Says Bianca Hopkins, marketing manager, ALM: “We are excited to be partnering with Nova and Starcom to bring this campaign to life. Christmas is a huge key selling period for us, and we know our shoppers are extremely busy this time of year – so helping them make great Christmas gifting decisions for family and friends, while also having a bit of fun, is important to us. The holiday period is a time to celebrate.”

Says Cassie Coyle, account director, Starcom: “Throughout the Christmas clutter, brands need to stand out in a way that is true to their values. Starcom are proud to work with Nova to bring our big idea of intercepting terrible Chrissy gifts to life – in a way that brings joy and gives Cellarbrations credibility as the retailer who can recommend the best drink for any occasion.”

Says Rhys Mugdan, head of agency sales, Nova: “As the giver of several bad gifts over the years, we are thrilled to work closely with Starcom and ALM to lean into this human truth to create funny, entertaining and engaging content across the Nova eco-system: Nova’s Kate, Tim & Joel show, a Nova-first Podcast promotion and Casanova activations that will inspire consumers across the Nation to reconsider giving bad gifts and to choose Cellarbrations this Christmas.”

The Cellarbrations Christmas campaign will run nationally from November until 24 December 2022.

Client (ALM):
Bianca Hopkins, Marketing Manager
Josh Gaudy, GM Marketing
Clare Addamiak, Senior Marketing Manager

Media Agency (Starcom):
Cassie Coyle, Account Director
Nancy Lan, National Managing Director
Jacqui Purcell, Client Services Director
Bailey Reed, Investment Manager
Angela Chai, Account Executive
Ashleigh Tucker, Account Manager

Media Partner (NOVA Entertainment):
Isabelle Evans – Agency Account Director
Elaine Graham Quirke – Group Sales Manager
Sandy Wooden – Client Implementation Executive
Rhys Mugdan – Head of Agency Sales, Sydney
Jacqueline Eves – Project Manager
Will Peters – Project Manager
Amelia Bowe – Senior Campaign Strategist

Creative Agency (DIG):
Andrew Grey, Group Account Director
Sarah Coppens, Account Director