Thirsty Camel has launched a bold, full-throttle Easter campaign kicking off from 31 March and running for four weeks, strategically capturing both Easter and Anzac Day trading periods.
The integrated campaign spans national radio, paid Meta, YouTube, BVOD, programmatic, Shopfully catalogue, in-store POS and a quirky Drive Thru Beer Battered Fish & Chips activation – all designed to drive footfall and engagement.
Radio continues to be a standout medium, with veteran actor Steven Curry returning to voice ads that blend retail messaging with dry Aussie humour – a deliberate move away from the usual product-and-price formula favoured by competitors. Curry also features in the brand’s Easter creative, promoted heavily across Meta, YouTube and BVOD, tactically placed around MAFS to maximise reach and relevance.
Thirsty Camel’s Hump Club members are also being drawn in via ‘Get Cracking’, a gamified digital activation allowing users to win store vouchers without needing to make a purchase. Early data is expected to showcase strong performance, reinforcing the brand’s strategy of building loyalty through engagement, not just transaction.
The Easter push follows a highly successful summer TTL campaign, which reached 9.5 million consumers nationally (excl. WA) and drove a six per cent uplift in value compared to total market growth of four per cent (according to IRI ALM depletions and market data to 23/02/25).
With a unique tone of voice, strong creative assets, and data-driven TTL strategy, Thirsty Camel is proving once again it can carve out market share while delivering memorable, meaningful campaigns that stand apart in an increasingly cluttered independent retail space.