Harris Scarfe heroes no-nonsense helpfulness in new brand campaign via Neighbourhood Strategy, Daniel Pizzato ~ directed by FINCH’s Alex Roberts

At a time when many Australians end each day with little left in their tanks or pockets, Australian retailer Harris Scarfe is reminding the nation of the broad-reaching and no-nonsense help it brings to millions of homes everyday.

 

Central to the new campaign is Ms Scarfe – a Harris Scarfe staff member and playful personification of the brand’s history of humble, but deeply valued, helpfulness. Appearing in people’s homes when domestic life serves a curveball, Ms Scarfe shows up with a smile, smarts and ruthlessly efficient solutions. From surprise dinner guests to late-night menopausal sweats and teenagers gone feral, there’s no challenge she can’t assist with.

The campaign seeks to demonstrate that navigating modern life needs the balance of quality, style and value that Harris Scarfe embodies.

Says Laurelle Esse, Head of Marketing, Harris Scarfe: “Helpfulness is something our loyal customers have known about us for a long time, and now we’re excited to share this promise with more Australians who value great brands at great prices.”

The campaign, which marks a new chapter in the company’s 175-year history, was the product of a collaborative model that utilised specialists across strategy, creative and production.

Neighbourhood Strategy led the brand’s marketing strategy, Creative Consultant Daniel Pizzato led creative development, and the campaign films were directed by Alex Roberts, produced by Finch.

Says Corey Esse, Managing Director and EP, Finch: “Curating a crack team of specialists with the perfect experience and skillsets was not only efficient, but meant we were able to work with the best talent to steward the brand. It was a delight to collaborate with everyone from Neighbourhood to Finch.”

The campaign will roll out across film, social and out-of-home in the upcoming months.

Client: Harris Scarfe
Head of Marketing: Laurelle Esse
Marketing Manager: Camille McLennan
Creative: Daniel Pizzato
Strategy: Neighbourhood Strategy
Director: Alex Roberts
Production Company: Finch
Media: Nunn Media