Hard Rated, self-proclaimed as Australia's top alcoholic lemon premix, has announced a month-long partnership with the Hit Network and Australia's leading national Drive show, Carrie & Tommy that'll see lemon cars literally crushed.

The campaign, which runs from 8 July to 2 August, is centred around a custom-built Hard Rated hydraulic press that will be used to crush products deemed as 'lemons' - think a Zoodle Maker, calculator watches, and scented toilet paper. The highlight is a car yard stunt involving a branded Hard Rated car crusher that will destroy two listeners' cars. While both cars will be crushed, only one owner will walk away with a $50,000 prize.

"Our classic lemon taste is what’s made Hard Rated so popular with consumers, so when we were presented with the idea of celebrating our lemony taste by partnering with Carrie and Tommy to literally crush lemon cars, it felt like the perfect match," Hard Rated Marketing Manager, Amy Pollock-Hall, said.

The campaign is a collaboration between SCA, PHD, and Carlton & United Breweries and was created by The Studio, SCA’s in-house commercial creative team. It will be supported by a social media campaign and on-air promos and brand commercials across the Hit Network, which boasts Australia’s largest audience of 25-54 listeners.

"This campaign demonstrates our ability to offer clients an effective integration with our content and talent and we are excited to see it come to life over the next month. Carrie & Tommy will crush it," SCA Head of Client Services and Partnerships, Trevor Crook, added.

The collaboration also aims to engage listeners with the interactive element of the campaign, encouraging them to share stories about their 'lemon' cars, culminating in the car yard stunt.