The background and objectives of our campaign: 

Liquorland partnered with Clean Up Australia (CUA) to deliver a high-impact sustainability campaign through a strategically efficient marketing approach. The central component of the 2025 campaign was a $1 donation to CUA from every liquor purchase through Liquorland’s 1000 store network on Clean Up Australia Day, Sunday 2nd March 2025. This was coupled with Liquorland’s continued support through the “Drop of Good” wine range, created specifically for the purpose of reinforcing sustainable sourcing and providing a 50c donation return to CUA on every purchase. 

The campaign aimed to fund national clean-up efforts through customer-driven donations, promote sustainable liquor choices through the Drop of Good wine range, engage team members in grassroots environmental action as well as strengthening brand alignment with sustainability and community impact. 

Internal engagement was driven through team-led clean-up events across Liquorland and Coles Group including a Head Office activation and a Sustainability Panel featuring CUA and Coles leadership to highlight key sustainability initiatives through the partnership. 

 The approach and key activities we implemented: 

To maximise impact within budget, Liquorland focused on targeted marketing and strong internal engagement. In-store point of sale advertising and shelf talkers prompted action at the point of purchase, while digital channels (i.e. eDMs, website banners, and social media) built awareness in the lead up to Clean Up Australia Day. 

Internally, the campaign was activated through a Coles-wide Head Office activation, team-led grassroots clean-up efforts, focusing on high-impact areas within local communities as well as, a Sustainability Panel featuring CUA and Coles leadership. These activities fostered education and cross-functional collaboration. 

 The results we achieved: 

This approach prioritised earned media, supplier alignment, and team involvement over the traditional method of paid advertising, ensuring that the campaign remained authentic, efficient and central to Liquorland and CUA’s values, demonstrating that meaningful sustainability outcomes can be achieved through smart execution, community engagement, and a clear sense of purpose. 

The campaign delivered strong results across fundraising, engagement, and brand impact, despite a reduced budget. 

• $152,000 raised in one day through the $1 donation mechanic, enabling thousands of Clean Up Australia kits to be distributed nationwide, with a further $56,000 raised through the 50c “Drop of Good” wine range donations. 
• Sales uplift in the Drop of Good wine range, reinforcing customer interest in sustainable products and generating additional donations. 
• Over 2 million customers reached through integrated media, with strong engagement across digital and in-store channels. 
• Dozens of clean-up events held across Liquorland and Coles Group, including a high-profile Head Office activation. 
• The Sustainability Panel drew a full-house audience and sparked ongoing internal dialogue. 
• Team members reported increased pride and satisfaction, with the campaign reinforcing Liquorland’s environmental credentials and purpose-led culture. 
• The partnership continues to build long-term brand equity, particularly among younger, values-driven consumers. 

Lessons or insights we’d like to share with the marketing community: 

“This campaign proved that marketing can do more than drive sales, it can create real impact. With a small budget but a clear purpose, we have raised more than $550,000 for Clean Up Australia over the course of our 3-year partnership, as well as empowering thousands of volunteers. The biggest lesson? You don’t need big spend to make a difference. When you lead with purpose, bring your people on the journey, and stay true to your values, the results speak for themselves. I’m incredibly proud of what our team achieved, this is what meaningful, community-driven marketing looks like.” — Mia Horner, GM Customer, Trade Planning & Loyalty