Multi-million dollar BWS campaign boosts independent potential

Image: Rob & Tom Lightfoot

Over 600 billboards and digital screens promoting 92 local, independent, Australian brewers, winemakers and distillers have been rolled out across the country as part of BWS new multi-million dollar ‘Local Luvva’ campaign.

“We know that COVID-19 has hit our independent suppliers the hardest, which is why we want to do as much as we can to support them,” said Scott Davidson, managing director of BWS.

“We’ve always been passionate about having products made by local producers in our stores, and now we want to make sure all of our customers know about these incredible, locally made drinks,.”

The billboards and screens can be seen across the country from Darwin to Adelaide, via Perth and Sydney, and features 92 different independent suppliers, including Gippsland’s Lightfoot & Sons Wines.

Rob Lightfoot, who runs the wine business alongsiode his brother Tom, said the “Luvva Local” campaign is a great initiative from BWS that has been instrumental for the smaller businesses struggling through the pandemic and which might not be able to afford or prioritise advertising.

“2020 has been a very tough year,” he said, “the bushfires were a disastrous start to the year, and now the coronavirus lockdown is making life hard for everyone in so many different ways”.

“It’s good to see campaigns like this to help support local businesses. This is the first time our business has ever had any real outdoor advertising. It’s a bit surreal to see our wine up there in lights.”

The multi-million dollar campaign – which is fully funded by BWS – also includes digital, social media and radio ads that hero local suppliers, and is running from now until the end of September.

Industry associations Independent Brewers Association (IBA), Australian Grape & Wine (AGW) and Australian Distillers Association (ADA) welcomed the Local Luvva campaign.

“With hundreds of our winemakers struggling after a year of bushfires and smoke, and now COVID-19, we welcome this campaign as it Australian wines and shines a spotlight on Australia’s grapegrowers, winemakers and the wonderful regions they call home,” said AGW chief executive Tony Battaglene.

Are you a Daily Wine News subscriber? If not, click here to join our mailing list. It’s free!