Drakes Supermarkets is the largest independent grocery retailer in Australia with over 80 stores across South Australia and Queensland.
This consumer campaign is the continuation of a series of partnerships that TCP has implemented for Drakes with the creation of an 18-part exclusive novelty socks collection featuring unique character designs from the latest trending movie and TV franchises.
The 6-week campaign commenced in January 2026 and customers were offered a free pair of socks with every $60 spent in one eligible transaction at all participating Drakes Supermarkets.
The 18 different sock designs were released as 3 different mixes on a fortnightly basis during the in-store promotional period to ensure customers made multiple visits to complete the collection.
750,000 units of Jacquard knit: 6 colour print, 6 colour placement crew socks were produced for the promotion, made of a recycled polyester and elastane fabric blend, single knit down.
- Content licensing & IP approval
- Production management
- Scale out fulfilment & global logistics
- Affinity partnership & brand strategy with Warner Bros Discovery and Drakes Supermarkets