We worked with the makers of Bluey to leverage their powerful IP and create an integrated campaign that transformed every Bunnings brand touchpoint.

Challenge

Finding a hook
Bunnings needed to increase foot traffic and revenue during their quietest month of the year - February. But how to create a PR-moment that would resonate across the store's huge audience demographics?

Approach

A much-loved global phenomena
Bluey is a much-loved global phenomena, following the adventures of a 6-year-old Blue Heeler and her family and friends. In an episode of the hit show, Bluey and her family visit Hammerbarn – a fictionalised reimagining of the popular big box hardware store, Bunnings – also an iconic Aussie and Kiwi brand. We knew that a trip to Bunnings is a classic weekend mission for hundreds of thousands each week, with younger fans of Bluey referring to Bunnings as Hammerbarn. So how could we leverage this amazing opportunity to be part of popular culture?

Solution

Turning a cartoon parody into reality  
We gave children (and adults) the joy of having their own Bluey experience. For all of February, Bluey teamed up with Bunnings to recreate Hammerbarn, taking over 7 stores around Australia and New Zealand to bring Hammerbarn to life with children able to take part in free Bluey-themed DIY workshops with exclusive Bluey/Hammerbarn merchandise available to purchase.