AUCKLAND, Today: After 16 years off the air, Liquorland is back on Kiwi TV screens, reintroducing the brand with a new campaign that feels both fresh and familiar.
Created by HYPER and produced by Radlab, the campaign marks another step in Liquorland’s evolution, celebrating its role in everyday Kiwi life — from big milestones to small excuses.
At the heart of it is Liquorland’s new platform, “What’s the Occasion?” — a tribute to the everyday celebrations that bring people together, often starting with a stop at their local store.
Ben Partington, CEO of HYPER said, “Liquorland has been a trusted part of Kiwi life for 44 years, and their stores and people have helped bring so many special occasions to life over that time.
“This campaign is fun, friendly, and proudly familiar. It shows that from big events to little excuses, life is for celebrating and Liquorland is often where some of those good times begin.”
Angela Hurst, Head of Marketing & CX at Liquorland, said the relaunch feels like a milestone moment.
“Liquorland has been a trusted part of Kiwi life for 44 years, and their stores and people have helped bring so many special occasions to life over that time.” – Ben Partington, CEO of HYPER
“We’re incredibly proud to see the Liquorland brand back on TV after so many years. In a challenging economic climate, we’ve focussed a lot on delivering the deals to customers, and we’re laser focused on that, but we’ve got to create the feels too.
“There’s a lot to love about the Liquorland experience and this campaign is about reminding customers of that, not just for the value we offer, but for how we make those special moments of togetherness come to life.”
The TVC sits at the centre of a nationwide campaign spanning product and price ads, DOOH, radio, digital, and social. It also extends into Liquorland’s stores, mailers, and online platforms.
Supplier partnerships have been built around the new platform to ensure consistent, retail-led storytelling across every channel — making “What’s the Occasion?” a true celebration of connection, value, and Kiwi spirit.
CREDITS
Client: Liquorland
Head of Marketing & CX: Angela Hurst
Digital & Ecommerce Manager: Stacey McLeod
Brand Manager: Ashley Walker
Marketing Assistant: Ryan Morell
Creative Agency: HYPER
Creative Director: Diana Hornal
Creative Director: Paul Taylor
Creative Director: Paul Doffizi
Senior Designer: Haruka Kawamoto
Head of Strategy: Bruce Gourley
Head of Creative Agency: Kylie Stafford
Production Company: Radlab
Director: James Anderson
Producer: Georgia Taylor
DP: Clay Carpinter
1st AD: Jonny Moffatt
1st AC: Kirsten Green
Photographer: Chris Sissarich
Photo Assist: Ollie Crawford
Production Assist: Ursula Griffen
Wardrobe: Sammy Salsa
HMU: Kath Gould
HMU Assist: Jasmin Hansen
PM: Ben Geradts
Runner: Conner Mills
Health & Safety: Louise Spraggon / Dario Kuschke
Client Services: George Sim
Art Director: Pete Sweeny
Art Dept: Adam Bilik
Art Dept: Paul O’Riley
LX / Grip: Kyle von Tonder
LX / Grip Assist: Jacob Webster
Best Boy: Krishna Mistry
Sat Locations Manager: Johnny Gilbert
Sound Op: Marcus Lawson
Locations Manager: Rod Garcia
VO: Mint
Editor: Sean Yew
Foley & Mix Artist: Amy Barber
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