From creative marketing campaigns to the enhanced Hump Club loyalty program, Thirsty Camel’s General Manager Adrian Moelands highlights how the banner group is engaging its customer base.
Q: How has 2025 been for Thirsty Camel so far?
This year marks 50 years since United Innkeeper began – laying the foundations for what’s now Thirsty Camel Victoria. It’s a milestone that’s given us the chance to reflect on how far we’ve come, the challenges we’ve overcome, and the strong network of members who’ve shaped our journey.
Innovation has been key to our longevity, and we remain focused on evolving our loyalty platform, enhancing the in-store experience, and improving how we support our members.
We’ve also been working away, developing a new initiative aimed at delivering greater value and support for members on the pub side of their business – something we’re excited to share more about soon.
Q: In the 2025 Leaders Forum, you shared ambitious plans for the Hump Club loyalty program – how is this progressing?
Version three of Hump Club launches in late June and brings with it a suite of new features – including unlimited offers, personalised and anniversary rewards, digital games, and more.
Loyalty today goes beyond discounts – it’s about creating deeper, more meaningful connections with customers. This upgrade is designed to do exactly that: understand our customers better, respond at the right time, and deliver relevant, valuable offers. It’s a major step forward in how we drive value for members while reinforcing brand loyalty during a cost-conscious time.
Q: Thirsty Camel launched a bold Easter campaign this year. Could you share some insights into its success, and how you plan to build on that momentum?
Our VIC campaign delivered strong results, with value up 14 per cent and volume up 10 per cent versus Easter last year. A standout activation was our Drive Thru Beer Battered Fish & Chippies promotion, which celebrated the Aussie Good Friday tradition and reached over 2.8 million Australians through national media coverage.
These creative campaigns let us show Australia what the camel stands for – doing things differently, with personality. Veteran actor Stephen Curry continues to lend his voice to our radio, helping us blend humour and retail in a way that cuts through.
Q: Thirsty Camel has also ramped up its footy strategy – how are stores benefitting from this?
We’ve significantly expanded our gameday presence this year, with a 25 per cent increase in LED signage across stadiums nationally. This gives our brand greater visibility at key sporting moments and keeps Thirsty Camel front of mind with footy fans.
Our new national partnership with Triple M has unlocked access to highly engaged AFL and NRL audiences. It’s a powerful combination of reach and relevance, particularly during peak footy periods.
We’re also driving real results at store level through activations like ‘Billy’s Quiz’ on The Rub, where listeners compete weekly for a $250 Thirsty Camel voucher. It’s a clear example of how we’re closing the loop between brand awareness and foot traffic – converting broadcast reach into in-store sales.
This article originally appeared in the June-July issue of National Liquor News.