Bundaberg Rum launches ‘Don’t forget your local’ campaign via Leo Burnett

20 October 2021

Advertiser: Diageo

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Australian comedian Becky Lucas fronts the TVCs.

Bundaberg Rum’s Raising the Bar initiative has launched a national advertising campaign, Don’t forget your local, to revive great pub rituals.

After a devastating 18 months for Australia’s hospitality industry, Bundaberg Rum’s $11.5 million COVID-19 recovery fund Raising the Bar is encouraging Australians to support their local pub, club, or bar.

Set to appear in NSW, Victoria and Queensland, the tongue-in-cheek campaign will feature on broadcast television, OOH, online and across social, along with media partnerships with BuzzFeed and Urban List.

Diageo marketing manager Jodi McLeod says the campaign reminds people of what makes their locals special.

“COVID-19 has had a profound impact on the hospitality industry across Australia with pubs, clubs and bars of all sizes experiencing a massive impact to their businesses. The pandemic has changed the way we ‘local’ as safety regulations have made going to your local more structured and less spontaneous,” says McLeod.

“Our challenge is to shift people out of their homes by reminding them about what makes our locals so special and focusing on the socialisation and community benefits of getting back together.”

The campaign taps into the insight that returning to the local may be awkward at first. Australian writer and stand-up comedian Becky Lucas features in a series of TVCs, explaining how to do all the things that once came naturally: carrying a round, breaking the ice with the stranger standing at the bar, or simply ‘cheers’-ing a mate.

Leo Burnett ECD Andy Fergusson says the campaign addresses the problem of getting Austraians back to their local:

“But people are feeling a bit of community-responsibility fatigue, so we wanted to ensure the campaign didn’t come across as too earnest or preachy. Because, at the end of the day, we’re just reminding people that there’s a place round the corner where you can share a few laughs and drinks with your best mates. And even though we might have to relearn a few things, it’s still the same old local.”

Don’t Forget Your Local is supported by the Australian Hotels Association. National CEO Stephen Ferguson says hoteliers and staff can’t wait to welcome patrons back:

“Bundaberg Rum’s Raising the Bar initiative has done a great deal for Australia’s hospitality industry over the past year, and we’re excited about the launch of this new national advertising campaign.”

Raising the Bar has provided more than 2000 hospitality venues across the country with COVID-safe supplies over the last year.

Client: Diageo
Marketing Manager: Jodi McLeod
Corporate Relations & Sustainability Manager: Miriam Pape
Assistant Brand Manager: Isabella Margin

Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Associate Creative Director: Nico Smith
Associate Creative Director: Mark Carbone
General Manager: James Walker-Smith
Group Business Director: Andrew Inman
Business Director: Prue Purnell
Head of Brand Innovation: Dan Pankraz
Head of Production: Adrian Jung
Senior Producer: Brooke Mather
Multimedia Studio Manager: Dan Crozier
Digital Designer: Janifer Wong

Production Company: GoodOil
Executive Producer: Sam Long
Director: Dave Wood
Producer: Lee Thompson

Stills Production: Flint
Photographer: Andreas Smetana
Executive Producer: Taryn Mueller
Producer: Christina Gerace

Media Agency: Foundation (Australia)
Corporate PR Agency: 89Degrees East

Post Production: The Editors
Senior Post Producer: Liv Reddy
Senior Editor: Mark Burnett
Editor: Lily Davis

Sound Design: Rumble Studios
Founder/Snr Sound Designer: Tone Aston
Executive Producer/ Partner: Michael Gie
Producer: Irene Kakopieros


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