Tongue-in-cheek campaign has a dig at foreign-owned paint brands.
Spinach has created a brand platform and integrated campaign for Haymes Paint that takes a fresh charge at the paint category.
Designed to target both trade painters and DIYers, the ‘You bet it’s better’ platform highlights the superior quality of Haymes products as well as the brand’s home-grown heritage.
Spanning creative and media across regional TV, BVOD, digital, out-of-home and direct comms, the campaign was shot at the brand’s new facility in Ballarat, on the site where the company has been operating since 1935.
Featuring a cast of Haymes people including Simon, Haymes’ ‘hands-on quality tester’, Michelle, the brand’s ‘director of large signs’ and Simon the ‘colour guru’, the tongue-in-cheek campaign has a dig at foreign-owned paint brands and dispels the myth that if you pick a colour from a particular paint brand you’re stuck with that brand. In fact, you can get that colour in a better paint, ie. Haymes Paint.
"Haymes Paint is Australia’s largest Australian-made and owned paint brand. We’re especially proud of that," said Haymes Paint head of marketing Andrew Senyard.
"Likewise, we’re incredibly proud of the quality of our products and live by the words of the late David Haymes, ‘We never take shortcuts on quality’.
"We’re a little bit different from the other big paint brands and this new campaign perfectly highlights that.”
Having won the business in a competitive pitch earlier this year, this is the first campaign from Spinach for Haymes.
“We’ve loved every minute of working with Haymes Paint to reinvigorate their legendary brand," Spinach ECD Dom Megna said.
"Their people are feisty, unique and good fun. It made sense to bring them to the fore to tell their Australian story of quality and pride that’s been building constantly for 90 years.”
CREDITS
Client: Haymes Paint Head of Marketing - Andrew Senyard Customer Marketing Manager - Louise McKenzie
Customer Marketing Manager - Felicity Howden
Creative Agency: Spinach CCO: Frank Morabito ECD: Dom Megna CD: Justin Groves Account Director: Bambi Villacruz Account Executive: Paige Sobczyk Strategy Director: Glenn Myatt
Media Director: Ben Willee Production Director: James Williams Finished Art: Georgia Raynes-Greenow Production: Spinach 1St AD: Will Gunn, Comma Films Producer: Ayden Aramze, Comma Films DOP: Jensen Cope
Editor: Tonks Sound: Production Alley
