The Brief
Baby Bunting had a problem. While beloved by the gift-giving generation, modern parents were walking past their stores in search of something that actually understood their world. Rising costs, limited choices, and the relentless demands of contemporary parenting had left a gap in the market.
We needed to transform Baby Bunting from retail dinosaur to trusted parenting ally. This needed to happen not just in Australia where they were refreshing everything from logo to shop floors, but in New Zealand where they were relative strangers.
The Solution
Born for this - Campaign
Watch any new parent for five minutes and you'll witness a superhuman in action. The way they stretch a dollar, MacGyver a solution, or intuitively know exactly what their baby needs proves they were born for this.
Instead of patronizing parents with glossy perfection, we celebrated the beautiful chaos of real parenting intelligence. Baby Bunting became the ally who recognizes what parents already know and backs their instincts with practical support.
The campaign shifted perceptions during Australia's brand refresh while introducing Baby Bunting to New Zealand as a brand that actually gets it.
