Getting Australia beachy keen in an Ugly Xmas Rashie

Ugly Xmas Rashie



Ugly Xmas Rashie has brought an Aussie take on the traditional Christmas sweater since 2015

Since its launch in 2015, the Ugly Xmas Rashie (UXR) has inspired the nation, adorned by beach gods (ahem, Thor aka Chris Hemsworth) and mere mortals alike.

In our fourth year of partnership with UXR, 2020 saw Aruga engaged to keep coverage of UXR’s charity partnership with Surf Life Saving Foundation (SLSF) between the flags and promote beach safety across earned and owned channels.

Engaging Australia’s hottest influencers, including The Inspired Unemployed and Christian Hull, we directed 6,000 link clicks to the UXR website which saw sales soar by 59% year-on-year, with 147% increase in funds raised for charity.

Results (2020)


sales increase YOY


increase in charity donation


advertising equivalent PR value


media clips


social media engagements


link clicks to website

Delve deeper into the strategy behind this work

See under the bonnet