Q: how do you cut through a crowded summer of generic trade messaging?

A: by grounding the idea in Aussie culture and translating it into a flexible, summer-long platform

Liquorland needed a unifying idea that could bring together value, occasion and cultural relevance at scale. The campaign was anchored in a simple truth: Australians don’t just enjoy summer — they try to get more out of it.

The resulting platform, Score More This Summer, celebrates the everyday wins that define an Aussie summer, from backyard cricket to BBQs and drink promos.

Built around Liquorland’s partnership with Cricket Australia, the campaign starred cricket captain Pat Cummins, playfully subverting his status as one of Australia’s best. The creative asks: maybe there are a few things even Pat can’t score at? And for those moments, Liquorland steps up.

The campaign rolled out nationally across broadcast, digital and retail, supported by Flybuys promotions, content, competitions (win tickets to the cricket) and tactical activations that kept the platform alive throughout the season.