Best&Less champions ‘So. Much. Better’ reality of Aussie families in new work via Connecting Plots

Best&Less has officially launched its new brand campaign, ‘So. Much. Better’, championing the beautifully messy middle of family life. Developed in partnership with Connecting Plots Group, it modernises what the 60-year-old retailer has always stood for by redefining value as the freedom for parents to be unapologetically present in the moment.

The campaign is driven by deep audience insights into the pressures facing modern Aussie parents. Research conducted for the campaign revealed that 56% of parents feel that worrying about appearances, fueled by unrealistic social media standards, prevents them from enjoying family time. Over half (52%) regret spending too much time stressing over mess and chaos rather than savouring small moments.

“In a world where so much of family life is filtered and curated, it’s easy to feel like you’re doing it wrong,” says Janine Van Deventer, Head of Marketing at Best&Less and mum of two teenage sons. “So.Much.Better is about taking that pressure off. When clothes look and feel good, and the price is right, it gives parents one less thing to worry about — and more freedom to just be present and enjoy family life.”

Award-winning Australian country artist James Johnston was commissioned to write and record an original song specifically for the brand. The track was designed to act as a sonic branding device across all channels and to be the glue that allows the brand to show up with agility in advertising and on owned channels, but also in retail environments.

“The category tends to only talk price and trend, but Best&Less has the 60 year credibility to do something braver: to stand up for real Australian families and reject a culture of perfection that makes mums and dads feel judged,” says Dave Jansen, Co-Founder and Chief Imagination Officer at Connecting Plots

A documentary approach across video and photography was used to bring this authenticity to life, bypassing studios and professional actors. Partnering with filmmaker and mum Hailey Bartholomew, the creative team captured unscripted, genuine moments inside the homes of 15 real Australian families.

“Being in these homes was such a reminder of how powerful it is to let life be real,” says Hailey Bartholomew. “The noise, the chaos, the laughter — those unscripted moments are what shape childhood. That’s where life really is so much better.”

A library of hundreds of powerful, documentary-style images showing clothes as they are actually lived-in and worn will sit at the heart of the brand, allowing it to tell a story of authenticity in all channels.

The ‘So.Much.Better’. brand campaign is now live nationally across BVOD, digital, in-store and retail environments, social media, influencer partnerships, PR, as well as internal and B2B communications.

By embracing the chaos of real life, Best&Less is inviting all Australians to remember that life doesn’t have to be perfect to be So. Much. Better.

Client: Best&Less
Head of Marketing: Janine VanDeventer
Brand Marketing Manager: Will Dance
Social Media & Digital Content Manager: Alice Shaw

Creative, Comms & PR: Connecting Plots Group
Chief Imagination Officer: David Jansen
Managing Director: Kate Sheppard
Strategist: Craig Page
Senior Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Creative: John Gault
Head of PR and Earned: Katie Eastment
Project Director: Rachel Smith Heffernan
Design Director: Blair Palmer
Publicist: Lucy Saarelaht
Social and Content Manager: Sarah Kennedy
Creative Services Manager: Mary Morrell

Production: Infinity Squared
Executive Producer: Erin McBean
Director + Photographer: Hailey Bartholemew
DOP: Mark Desiatov
Editor: Annika Damon
Sound: Michael Thomas

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