BWS heroes the little wins via M&C Saatchi

BWS has launched a new campaign championing the everyday bargains customers can enjoy through its Everyday Rewards and mix-and-match drinks deals.

The integrated campaign was created by M&C Saatchi, building on the ‘Refreshingly BWS’ brand platform the agency launched for bottle shop chain in May.

Other assets

Lottery 15″

Titled ‘A win’s a win’, the tongue-in-cheek campaign makes the self-aware point that while drink deals may not be as exciting as winning the lottery, they’re still a win worth toasting.

The campaign is spearheaded by two launch spots that will air on TV and BVOD, with executions also rolling out across owned channels, social (YouTube) and cinema.

Each spot sees BWS staff go out of their way to celebrate the everyday deals with customer, using whatever is in their means – cool room fog, drinks trolleys, price tag confetti and some how, a giant cheque.

BWS head of marketing, trade and in-store, Sarah Chegwidden, said: “We know our MILZ customers are starting to get sick of brands promising the world and letting them down, so we wanted to celebrate value in a more refreshing and even self-effacing way.”

“The ‘A Win’s A Win’ value platform is really honest about how getting a deal at BWS feels. It’s not the lottery, but it’s a little win. And even little wins can feel pretty great.”

M&C Saatchi creative director, Brendan Donnelly, added: “There’s a lot of puffery in advertising that over exaggerates products and offers, and consumers see straight through it. But take an insight and puff it up with a light show, ticker-tape and pumping music then the truth about saving a few bucks can momentarily feel pretty bloody good.

“These spots deliver a bit of fun to a category that should be anything but boring.”

The campaign rolled out earlier this month and will run until the end of February 2024.


General Manager: Josie Brown
Head of Marketing: Sarah Chegwidden
Campaign Lead: Nat Liddell
Marketing Coordinator: Millie Dyer
Senior Integrated Media Manager: Kate Patterson

M&C Saatchi
Chief Creative Officer: Cam Blackley
Creative Director: Brendan Donnelly
Art Director: Tameem Hassan
Copywriter: Jason Leigh
Group Account Director: Melissa Scott
Marcelo Palmeira: Senior Account Manager
Head of Strategy: Nick Jacobs
Strategist: Amy Grant
Head of Broadcast: Loren August

The Hooligan Collective
Director: Dylan Harris
Producer: Ashley McLeod

Client Director: Alessandro Vari
Client Manager: Emily Dupesovska
Client Executive: Jo Tan


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