When Covid hit, BWS went all out to help local suppliers, which already battered by floods and bush fires, faced risk of extinction. BWS ditched its pre-Covid plan and campaign went all out for localism, launching a competition for independent brewers, distillers and winemakers to get stocked across its 1,400 stores, creating a marketing template for local suppliers to lift and getting locals to vote for the brands stores would stock. The new plan “smashed it,” according to Head of Marketing Vanessa Rowed. The retailer had been hoping for a 5 per cent sales increase, but hit 20 per cent, delivering the “highest ROI of any campaign we’ve run”, according to Carat’s Bianca Falloon. As states plot routes out of lockdown, Rowed thinks localism is here to stay. Meanwhile, she says local brands can help solve the supply chain crunch looming large over Australia’s Christmas retail – and says the Covid “sprint” has permanently changed BWS’ marketing strategy. 

When Covid hit, BWS went all out to help local suppliers, which already battered by floods and bush fires, faced risk of extinction. BWS ditched its pre-Covid plan and campaign went all out for localism, launching a competition for independent brewers, distillers and winemakers to get stocked across its 1,400 stores, creating a marketing template for local suppliers to lift and getting locals to vote for the brands stores would stock. The new plan &ldquo;smashed it,&rdquo; according to Head of Marketing Vanessa Rowed. The retailer had been hoping for a 5 per cent sales increase, but hit 20 per cent, delivering the &ldquo;highest ROI of any campaign we&rsquo;ve run&rdquo;, according to Carat&rsquo;s Bianca Falloon. As states plot routes out of lockdown, Rowed thinks localism is here to stay. Meanwhile, she says local brands can help solve the supply chain crunch looming large over Australia&rsquo;s Christmas retail &ndash; and says the Covid &ldquo;sprint&rdquo; has permanently changed BWS&rsquo; marketing strategy.&nbsp;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Advertisement