Independent Brands Australia (IBA) is festive season ready, with the latest ‘Good Shout’ campaign showcasing shoppers in need of a Christmas recommendation.

With Christmas on the horizon, the shoppers in the campaign are Christmas carollers, who head in-store to seek a recommendation on bubbles. The TVC highlights if you need help in choosing, IBA’s independent retailers have the expertise in Champagne and sparkling to complement any occasion. The carollers leave with the right drop to sing about this season.

This isn’t the only thing that IBA is doing to help its Cellarbrations retailers make the most of the season. It has also released a new online Christmas hub, aimed at making the shopping experience simple for customers.

Bianca Hopkins, IBA Marketing Manager, said the campaign and hub have been developed to respond to the latest consumer needs, which will be different this season compared to a few years of COVID uncertainty.

“Christmas is important to both us and our retailers, which is why we made some changes to our Christmas campaign compared to previous years,” Hopkins said.

“We know shopping online has increased, especially post-COVID, with click-and-collect becoming more important to time poor consumers, however we also know shoppers like to browse online before they go in-store. This is why our new Christmas hub has been developed with options to browse as well as shop online. We have gifting ideas, new products, and cocktail inspiration to step up your Christmas festivities.”

The Christmas carollers are the latest to be introduced as part of IBA’s Good Shout campaign, launched in line with footy finals this year. Developed with a years’ worth of content, the campaign promotes bigger key selling periods like Christmas, alongside an always-on suite of assets for year-round occasions.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

Leave a comment

Your email address will not be published. Required fields are marked *