First Choice proves why it’s Australia’s first choice in latest campaign via Bashful
First Choice Liquor Market is vowing to be Aussies’ first choice in a new campaign launching today via Bashful Creative Agency, showcasing the retailer’s extensive range, great value and expert advice.
The brand new campaign comes as First Choice Liquor Market is crowned Canstar Blue’s Best Liquor Retailer Brand in Australia for 2023, scoring five stars for checkout experience, customer service, store layout and presentation, deals and specials available, as well as overall satisfaction.
Coles Liquor general manager of customer and loyalty Mia Lloyd said that it was an honour to be recognised as the liquor retailer with the most satisfied customers for 2023 according to the latest Canstar Blue retailer awards: “To be voted the country’s best liquor retailer is testament to our team members and we want to thank our customers for making us their first choice.
“We’ve worked hard to make sure we offer excellent value and expert advice, so we’re proud to be the only liquor retailer to receive five stars for overall satisfaction, customer service, checkout experience and our offer on deals and specials.”
The ‘That’s Why We’re Your First Choice’ campaign champions the friendly in-store team members who offer expert industry knowledge, such as Assistant Store Manager at Chancellor Park in Queensland, Ben Gough, who is a cocktail-specialist with a passion for creating exceptional customer experiences.
The campaign also highlights the huge range on offer, including more than 1,000 wines from Australia and abroad, over 50 local and international single malt whiskies and more than 140 craft beers in every store nationwide.
The campaign is the biggest ever for the retailer which launched in 2005 and currently has 96 stores across the country.
Says Guy Marshall, strategy partner, Bashful: “We wanted this campaign to hero the true stars of First Choice Liquor Market so we featured real team members such as Kim Craig from the Mango Hill First Choice Liquor Market in Queensland, and Adam Round, from the Mornington store in Victoria.
“First Choice Liquor Market is always looking for new ways to delight and inspire customers and this campaign captures the brand’s strong offering and down-to-earth approach.”
To celebrate the launch, First Choice Liquor Market has partnered with Southern Cross Austero’s Triple M in Queensland who will run an on-air competition and include in-store activations in Maroochydore (25thAugust), Cairns (2nd September), Morayfield (31st August), Runaway Bay (1st September) and Kenmore (9th September).
The ‘That’s Why We’re Your First Choice’ campaign will run throughout the year on channels such as out of home, video, digital and social media.
Client: First Choice Liquor Market
Creative Agency: Bashful
Media Agency: Smith Street
Production: The Producers
Director: Aimée-Lee Hsien
Post Production: The Editors
Sound: Sonar
Photography: Jem Creswell
16 Comments
… at the end.
Kinda like it.
Great Value! Great Advice! Thrilling stuff.
Great job! Simple & clear positioning, plus there’s room to grow. Hope they keep it going!
Should stand out against Endeavour Group’s current campaigns with BWS and Dan Murphy’s. When you compare the above with Dan Murphy’s most recent brand campaign (https://www.youtube.com/watch?v=A0xyoN3XE_w), which will the consumer associate with inexpensive drinks?
Bunnings for Booze?
Perhaps if they were reviewing the ads side by side but Dan’s has been running with the lowest liquor guarantee for years – so won’t get beaten on price. One is purely and emotional brand ad vs this which is functional.
FC has been around for 10 yrs + and this is the first time they’ve led with ‘your first choice.’
Quite astounding.
Lazy.
To @On The Rocks point, the Dan Murphy’s spot is brand-building. First Choice is mid-funnel/RTB focused. Apples and oranges.
That said, even for an RTB spot this First Choice spot is just so bad. It’s the business brief used as a :30 script.
When the benefit is as simple as “more choice”, I’m gonna take a wild guess that the problem isn’t the agency.
Category defining, ground breaking work.
You don’t really need an agency to make work like this
‘On the rocks’, that’s an excellent point. The Thinkerbell spot does a great job for building Dan Murphy’s as a legacy Australian brand (even though they’re only 70 years old).
What remains to be seen is whether that still translates during this economic downturn. While Dan Murphy’s has that longstanding guarantee, driving home the value piece may be enough for consumers to consider First Choice instead.
Wouldn’t bet with a stranger on an internet forum, but it’d be interesting to see the results in 12 months’ time…
It takes consumers 5 – 10 seconds to grab their phones and google the prices. Driving home value in a TVC is totally wasted when people have a preferred brand and can compare the prices without leaving the couch
This is way more basic that it needs to be – from the branding to the messaging. The branding in particular is terrible. It robs any sense of specialness from what should be one of life’s little luxuries, even if it is a big box retailer. It undermines the non-price dimension of value of the brand – experience, advice etc.
here’s a top retail branding tip. You don’t have to make it look shit to communicate value. You need to make it look nice and then have (and communicate) good prices.
‘Valued opinion’, I agree. This would not work nearly as well for a TV commercial. Now, the channels mentioned state ‘out of home, video, digital and social media’, and the video looks to be cut for a 6-second pre-roll (hence the dead space after his initial line). I guess we’ll need to wait and see there.
And ‘WW’ (quadruple U?), I dare say all the work shown is brand-building. Sure, it’s not groundbreaking. But in this economic climate, does it need to be? There’s a reason why this is their biggest campaign in its ~20 years of establishment.
When you see the Coles Group split between First Choice (value), Liquorland (mid-range), and Vintage Cellars (premium), it makes sense why they’d push harder now & save the Vintage red for a bull market.
It ain’t pretty, but it very well may get the job done. Especially when Dan Murphy’s and BWS look to be dancing on each other’s toes…
You need to build brand in any climate.
Do they sell something strong enough to ease the pain of watching this?