Big W embraces the reality of parenting in ‘How Good’s That’ campaign

September 9, 2025 11:26

'How Good's That' basketball OOH

Retailer Big W is leaning into the chaos of parenting in a new brand platform, ‘How Good’s That’, via creative agency 72andSunny.

The retailer’s chief customer and revenue officer, Ryan Gracie, shared the campaign in a Linkedin post on Monday morning, writing: “How Good’s That is the great Aussie response to so many of life’s little wins, and it’s the feeling we want every Australian to feel when they experience Big W.”

The campaign features real parents sharing their unfiltered thoughts on common occasions that can be made harder with children, including working from home, weekends and school holidays.

But the campaign was designed to be more than just a humorous reality check. According to Sabrina Douglas, head of marketing at Big W, ‘How Good’s That’ will serve as the backbone of the brand’s storytelling, now and into the future.

“BIG W’s ‘How Good’s That’ platform isn’t just a campaign, it’s the new backbone for our marketing storytelling moving forward,” she told Mumbrella.

“Mums are an important part of our core audience, and we know that parenting can be a chaotic time. To truly resonate with families, we wanted to show up in a way that is raw, witty and wonderfully real, with a fresh and disruptive take on life with kids.”

The platform is designed to uplift the retailer in three ways: boost demand for the brand, drive online and in-store conversion, and increase consideration for its products. Overall, the work is intended “to shift consumer perception of BIG W from outdated to relevant”.

Douglas added: “The ‘How Good’s That’ platform represents how we want every family to feel when they experience shopping at BIG W: Whether it’s the surprise and delight in finding an amazing product at a low price, or when a chaotic family moment is made easier.

“This brand platform sheds an authentic take on family life, featuring real mums and their raw reaction to parenting issues based on everyday moments”.

Colouring Books ‘How Good’s That’ OOH

72andSunny — who won the retailer’s creative account in April 2025 — helped develop the campaign. The agency’s knowledge of Big W’s culture and customer base was essential for bringing the platform to life.

“72andSunny’s deep understanding of our customers and culture was key,” Douglas said.

“They delivered a fresh, authentic perspective and contributed to creating a marketing approach that resonated throughout the customer calendar.”

Wez Hawes, chief creative officer at 72andSunny, added: “Parents don’t need another glossy version of advertising perfection. They need to feel seen, supported and celebrated.

“By leaning into the everyday chaos of parenting with an unnerving honesty, we’ve created the first of many campaigns for BIG W that feel as real as ‘mum-life’ actually is. By stripping back the marketing and advertising layers, we’ve created something by mums, with mums and for mums.”

‘How Good’s That’ is now live and will run across owned channels, including in the retailer’s app and catalogue, in store and email. It will also play digitally via BVOD and Youtube.

The campaign’s assets are expected to run throughout the year.

In June, Big W entered into a partnership with social media business, Bread Agency, to improve its retail experience via “live video commerce”.