BACKGROUND
Diggers Australia is a trusted name in professional-grade, Australian-made products, stocked nationally through Bunnings Warehouse. With a large multi-range campaign featuring brand ambassador Merv Hughes, Diggers engaged Bear Marketing to take it from concept through to delivery, creating a series of videos that would speak to everyday Australians across three different product categories: Autocare, Home DIY and Home Cleaning.
The Partnership
Bear Marketing has worked with Diggers Australia and Merv on previous campaigns, and this project built on that relationship. The cricket legend’s larger-than-life personality was a natural fit for the Diggers brand, fronting the Autocare range and giving the campaign instant recognition and credibility with its target audience.
The Build & Creation
This was a true end-to-end production. Bear Marketing wrote, shot, produced and edited 11 videos, combining product range commercials for each of the three ranges with practical how-to-use content that shows customers exactly how the products perform. Handling every stage in-house meant a consistent tone, look and message across the entire campaign, with the Autocare range, including favourites like the Car, Truck & Boat Wash and OEM Premium Green Coolant, brought to life alongside Merv’s trademark humour.
THE RESULT
The campaign was delivered as a complete library of 11 videos and supporting photography, giving Diggers a flexible set of content for retail, online and social channels. With the commercials building brand awareness and the how-to videos helping customers choose and use the right product with confidence, the campaign supports sales at Bunnings stores and online, while giving Diggers content it can keep drawing on well beyond launch.