Liquor Barons launches Legit Value brand campaign with a retro old-school vibe

October 23, 2023
By Melissa Parker

Liquor Barons’ new brand campaign, Legit Value, launches this week and is a continuation of their successful Legit Locals campaign from previous years.

Liquor Barons Marketing Manager Lisa Hegarty said Liquor Barons has always been about more than just the lowest prices, and the Legit Value campaign harnesses the power of stereotypical retail headlines to capture attention whilst delivering an even stronger message.  

She says the new Legit Value brand campaign takes Legit Locals one step further by showcasing the value that our Legit Local credentials can offer to our customers.

“The Liquor Barons unique selling proposition has always focussed on being WA’s only liquor co-op, and the brand campaign ‘Legit Locals’ succeeded in delivering that message,” Hegarty says.

“Liquor retailing is a competitive game, with the major chains battling it out on price; as a 100% WA-owned and operated co-op, Liquor Barons offers our customers so much more than that. We pride ourselves on providing them with real value, personal service, in-depth knowledge, a tailored range, convenience, and support for the local communities that we as Legit Locals are part of, which is how LEGIT VALUE was born,” Hegarty says.

The campaign was created and produced by AT Creative, who leaned into the classic old-school retail ads of the 50s and 60s to create a look that fits with the Liquor Barons brand personality.

“Every day, across multiple channels, consumers are bombarded with stereotypical retail headlines all focused on price. In our new campaign, we’ve visually represented Legit Value in a tongue-in-cheek way that uses these classic retail headlines but gives them a twist to highlight the difference between ‘cheap price’ and LEGIT VALUE,” said Andrew Tinning, Creative Director AT Creative.

The campaign features 13 different executions that communicate the kind of community support, local knowledge, personal service, and extensive range that your local Liquor Barons offer.

Kicking off on large format billboards, the campaign will roll out across digital, social, print and POS over the summer.




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