Supercheap Auto celebrate ‘Bathurst Day’ in first work from new agency

The General Store has revealed its debut work for Supercheap Auto after being officially appointed to the roster a few days ago.

The TV campaign, produced by Jungleboys, leverages Supercheap Auto’s sponsorship of the Supercheap Auto Bathurst 1000.

The campaign aims to tap into the excitement around the race through the concept of ‘Bathurst Day’ – a day when mates get together and watch the race.

Andrew Fraser, creative partner at The General Store, said: “This is an idea based on a strong cultural insight around the importance the Supercheap Auto Bathurst 1000 plays in customers’ lives. We developed a comedy-based approach that we hope will add to fans’ experience of the event.”

The ad introduces new traditions to help celebrate Bathurst day, like the sharing of a ‘Meat Cake’ and the giving of gifts from the Happy Bathurst Day sale at Supercheap Auto.

David Bauer, marketing manager of Supercheap Auto, said: “We are very happy with the ‘Happy Bathurst Day’ campaign. It is creatively strong and sets up the commercial message well.”

The ‘Happy Bathurst Day’ concept is being rolled out in-store, in Supercheap Auto’s catalogue and through social media in the lead-up and on the day of the race.

The General Store

  • Creative Partner: Andrew Fraser
  • Strategy Partner: Matt Newell
  • Art Director: Andrew Ostrom
  • Copywriter: Nick Levey
  • Agency Producer: Darren ‘so what if I’m wearing a smoking jacket’ Bailey


  • Director: Al Morrow
  • Producer: Sarah Nichols
  • Supercheap Auto
  • David Bauer: Marketing Manager
  • Bec Davren: Sponsorship & Promotions Manager
  • Dane Patterson: Sponsorship & Promotions Manager
  • Emma Howarth: Marketing Co-ordinator
  • Josh Weier: Club & Digital Manager

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