Liquorland appoints HYPER as creative agency partner following a competitive pitch

HYPER, a specialist retail media and marketing agency, has announced its appointment as the new creative advertising agency of record for Liquorland, one of New Zealand’s most recognised liquor retailers following a competitive pitch process.

This landmark win marks a significant milestone for HYPER, with Liquorland becoming the agency’s first fully integrated retail marketing account spanning above the line, below the line, and retail media. More notably, it represents a New Zealand first: the integration of all three disciplines under a single, unified agency model, setting a new benchmark for retail marketing & media partnerships.

The appointment unlocks new potential to deliver seamless, data-driven brand and shopper marketing campaigns for Liquorland, while also enabling deeper investment in the growth and innovation of its retail media network.

Says Ben Partington, Director of HYPER: “We’re incredibly proud to expand our already powerful partnership with Liquorland into the creative space. With our unique combination of retail media technology and retail-centric creativity, we’re set to unlock new levels of engagement and performance for Liquorland.”

As Liquorland’s existing retail media partner, HYPER has already laid the foundation for high-performing campaigns across Liquorland’s owned platforms. Now, as creative agency of record, HYPER will be able to deliver a powerful, centralised approach to brand storytelling and shopper conversion in close collaboration with Liquorland’s recently appointed media agency Together.

Central to this integrated strategy will be HYPER’s use of field-leading Dynamic Creative Optimisation (DCO) technology capable of delivering contextually relevant, data-triggered creative that responds to consumer behaviour, store-level conditions, or promotional mechanics in real time. This innovative approach has become a global benchmark in retail media performance, seen in world-class retailers such as Target in the US and Tesco in the UK, and now arrives in the New Zealand liquor category for the first time through this partnership in 2025.

Says Angela Hurst, Head of Marketing & CX: “We’re excited to deepen our partnership with HYPER as we explore new creative opportunities to engage our shoppers and elevate the Liquorland brand.”

The first wave of integrated campaigns will launch later this year in the lead-up to the summer season, blending brand storytelling with hyper-relevant in-store and digital creative to drive results and reinforce Liquorland’s position as the go-to beer, wine & spirits retailer for Kiwi shoppers.

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