Liquorland brings the feels and deals back to TV in new ‘What’s the Occasion?’ campaign via HYPER

After a 16-year hiatus from New Zealand TV screens, Liquorland has returned in style unveiling a new brand TVC designed to reintroduce the much-loved retailer to Kiwi audiences.

The campaign, developed by Liquorland’s creative agency HYPER and produced by Radlab, marks the next chapter in Liquorland’s ongoing brand evolution and celebrates its role in New Zealanders’ lives – big occasions, little excuses, and everything in between.

At the heart of the campaign is the launch of Liquorland’s new brand platform, “What’s the Occasion?” an ode to the everyday celebrations that connect Kiwis and the special moments that often begin with a visit to their local Liquorland.

“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” says Ben Partington, CEO of HYPER. “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 brand’s relaunch campaign feels like a milestone moment: “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 forms the centrepiece of a fully integrated campaign spanning product and price TVCs, digital out-of-home, radio, digital display, and social media.

It will extend seamlessly into Liquorland’s in-store environment, social media, mailer, and e-commerce platform. Supplier packages have been designed to align with the new brand platform, enabling featured brands to deliver consistent messaging across every touchpoint – a powerful, retail media-driven approach.

The “What’s the Occasion?” TVC debuts nationwide this week, celebrating Liquorland’s enduring place in New Zealand’s social fabric and reaffirming its position as the ‘first choice’ destination for every Kiwi occasion.

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