The Warehouse launches ‘This Is Warehouse Country’ brand campaign

The Warehouse has launched a new brand platform titled ‘This Is Warehouse Country’ as part of a broader strategic turnaround. Developed in partnership with TBWA New Zealand, the campaign will be rolled out across television, digital, and outdoor advertising, as well as within all 84 retail stores.

Group Chief Executive Officer Mark Stirton stated that the campaign serves as a statement of intent to return the company to its position as New Zealand’s number one retailer. The retailer noted its significant geographic footprint, stating that eighty percent of New Zealanders live within 20 minutes of a location.

The campaign focuses on the retailer's four-decade history in New Zealand, using real-life stories to highlight life milestones and connections with customers. Chief Marketing Officer Frankie Coulter noted the campaign was built on the insight that most New Zealanders have personal stories involving the retailer.