Popular social media star William Waiirua continues as the face of the nationwide responsible drinking campaign which encourages New Zealanders to eat while drinking alcohol. Following a successful first season, the Always Graze When You Liaise responsible drinking initiative is back in time for summer. The joint initiative between Cheers, Foodstuffs (NZ) Ltd and William Waiirua is out to redefine ‘normal’ when drinking alcohol in New Zealand.
The second season of the initiative comprises four new video clips, set in different situations which represent real life, satire and Kiwi fun. “With a combined reach of over 3.3 million people and nearly 600,000 engagements across all channels, the first season proved incredibly popular and highly effective. Foodstuffs and Cheers are committed to changing the way New Zealanders consume alcohol and will continue to work in partnership on this important social issue,” explained Brendon Lawry, CEO Liquorland.
From youth worker to online star and influencer, Waiirua is an ideal partner for role modelling new behaviours and delivering ‘Graze’ messages to the primary target audience of 18 to 24 year-olds. “The ‘Always Graze When You Liaise’ campaign fits my goal of working on socially responsible and impactful, campaigns, projects and messages,” added William Waiirua.
Cheers NZ spokesman Matt Claridge said it was great to be working with William Waiirua and Foodstuffs again. “Our first campaign with William was hugely successful in reaching our target audience – in particular, young males – with this really important message delivered in a fun way. And we’re looking forward to building on this initial success during phase two of the campaign.”
The campaign will relaunch on Sunday the 9th of December with the first video being released through Waiirua’s social media channels. It will then continue into February and be supported by in-store posters and billboards.