Lucozade celebrates tradespeople

Date: 17/07/2025

Lucozade celebrates tradespeople

Sports drink brand Lucozade has recently launched a humorous marketing campaign which sees the introduction of trading cards celebrating tradespeople.
The campaign The ‘Tradies All Star’ cards were crafted in collaboration with marketing agency, We Are Social.

Each card features top trumps type stats but based on ‘tradies’, stats based on strength, speed, wits, and endurance stats alongside an All-Stars rating. All the statistics were sourced from Checkatrade.

Annabel Rawsthorne, brand manager at Lucozade, said: “Tradies are some of the hardest working people out there. We wanted to take a moment to appreciate their work, endurance, and the energy they bring to site life. We were able to tap into the heart of tradie culture and create content that not only truly resonates with our audience but also captures the spirit of tradies across the country.”

In the campaign apprentices arrived on site armed with packs of cards featuring their unsuspecting colleagues. As they revealed the cards to their teams, disbelief quickly turned to laughter, with tradies reacting to seeing themselves immortalised like sporting heroes. The footage was captured by Lucozade for social media, and the cards were then turned into billboards, celebrating the skill and athleticism of tradies.

We think it’s a great campaign, it’s good to see a light hearted look at a very serious and important industry.

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