Alcohol retailer Jimmy Brings picks R/GA for growth campaign
R/GA Australia has shrugged off competition from three tier-one rivals to win a project at Jimmy Brings.
Hyped as a disruptor in the alcohol scene, Jimmy Brings is a retail alcohol that enables the online purchasing of alcoholic drinks (in a responsible manner) and then delivers the product(s) to people’s homes. The company operates in most large Australian cities, including Sydney, Melbourne, Brisbane, Canberra, Adelaide and Perth, and prides itself on an average delivery time of under 30 minutes.
On the back of the e-commerce boom – accelerated by the Covid-19 crisis – and its innovative business model, Jimmy Brings is one of fastest growing Australian e-commerce firms. Jamie Gagliardi, Head of Marketing at the retailer, “Over the last few years, we've continuously proven ourselves to be a disruptor in the liquor industry. People more than ever are shifting their purchasing behaviour and Jimmy Brings is in a unique position to cater for all drinking moments.”
In a bid to further ramp up its branding, Jimmy Brings has announced a summer campaign aimed at reaching a wide audience nationally. The campaign recently kicked off with a funny new spot that makes comically clever use of the tounge-twister “how much Jim Beam could Jimmy Brings bring?”, blending two well-known brands in the market together.
Gagliardi: “As soon as we were presented with the ‘Jimmerick’ concept, we knew we had our hands on a memorable and hopefully iconic idea. The campaign will be focused on targeting emerging markets for Jimmy Brings such as Melbourne and Adelaide, to position us as the ultimate drinks retailer this Finals season. Partnering with Jim Beam was the perfect alignment for this strategy, as they are the official spirit of the AFL.”
The overarching summer campaign of the app-based company is from a creative point of view being supported by experts from R/GA. The Australian arm of R/GA – a global creative and digital transformation consultancy – won the project following a competitive pitch of four agencies vying for the account.
“R/GA will further elevate our brand towards the path of being the largest on-demand retailer. Throughout the pitch process it was clear they were an ambitious team, intent on continuing to challenge the category; a journey we are pleased to join them on,” said Gagliardi.
Michael Titshall, Managing Director of R/GA Australia, commented on the engagement: “Jimmy Brings is a true disruptor that understands the dynamics to be successful in the new economy. We are thrilled to partner with them on this key moment of growth, especially at a time like this when changing customer behaviours towards e-commerce provide so many opportunities for progressive brands.”
R/GA Australia has offices in Melbourne and Sydney and works for the likes of Nike, Google, Slack and Toyota.
