Super Liquor: Build a Turkey

This campaign describes how the off-licence/liquor-store chain Super Liquor combatted supermarket competition during the critical Christmas season via a promotions-led strategy.

Super Liquor: Build a Turkey

Category: Retail/EtailAgency: .99Client:Super Liquor


This campaign broke new ground for Super Liquor by relying heavily on digital and social media platforms. They did it with a twist of macabre humour, mouth-watering appetite appeal, and the biggest bunch of turkeys ever seen in a promotion.

Consumers gobbled it up, and Build a Turkey became Super Liquor’s new benchmark for success.


Along with declining consumer spend, Super Liquor was also battling the ever-growing dominance of supermarket liquor departments, the competitive price discounting war, a general perception by...

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