Relatable everyday micro-moments where expectations don't quite meet reality.
In a major milestone since securing the highly sought-after account in December 2022, The Idea Shed, an independent creative commerce agency, has unveiled a new brand platform and inaugural campaign for LMG.
The new platform, 'There's more in store', heralds an exciting brand transformation for LMG's retail liquor brands, Bottlemart and SipnSave. Its objective: to reshape perceptions, elevate brand awareness and establish these brands as the preferred choice for liquor shoppers.
Scheduled for launch today, the campaign will fully integrate through the line, including TV, radio spots, print and catalogue materials, digital initiatives, out-of-home displays, social media content and in store.
In the liquor retail sector, consumer choices often revolve around highly practical considerations like range, price, and convenience, so uncovering distinctive brand differentiation can be challenging.
Bottlemart and SipnSave meet this challenge by combining the care and community commitment of independently owned businesses with the support and unique market-leading experience of LMG's extensive network.
To creatively articulate the strategy, the campaign zooms in on relatable everyday micro-moments where expectations don't quite meet reality: a dog's indifference to its owner, a hardware store's lack of assistance in times of need, or even a 'jumbo' prawn that falls way short of expectations.
At its core, the campaign's message positions the brands as a remedy for life's minor disappointments, to help craft a memorable narrative.
John Volckman, partner and ECD at The Idea Shed, said a thriving brand is the foundation of powerful creative, and working together with LMG on this campaign has been immensely gratifying.
"There's more in store' has the momentum to propel LMG's brands into the future and we can't wait to continue our collaborative journey," he said.
Ben Slocombe, head of marketing at LMG, said The Idea Shed's creative remit was to find a way to tell more people its story.
"'There's more in store' isn't just about liquor retailing; it's about delivering exceptional experiences. We are excited to be launching the new platform as we continue to focus on supporting our members to deliver retail excellence," said Slocombe.
Credits:
Agency Team:
John Volckman – Partner / ECD
Richie Strettell – Partner
Karin Andréasson – Head of Growth
Steve Madgwick – Group Creative Director
Adrian Moore – Head of Experience
Emily Seay – Creative Strategist
Mike Avery – Creative Director
Leyla Muratovic – Senior Designer
Julian Ansell – Copywriter
Eleisha Kubale – Junior Designer
Phoebe Gleeson – Senior Account Manager
William Sones – Account Manager
Agency Partners:
Chronicle Studios – Production Agency
Dale Bennetto – Head of Production
Naomi Gurr - Producer
Toby Dixon – Director
Flint – Production Partner
Rumble – Sound House
The Hive – Post Production
Wellcom – Print & radio production
Client Team:
Damien Page – General Manager Merchandise & Marketing
Ben Slocombe – Head of Marketing
David Gyte – Head of Digital
Lynette Cleland – Marketing Manager
