News makes everyday Australians famous with wordplay in first campaign from AJF GrowthOps is relying on wordplay and its sizable product range in its biggest brand campaign to date, created by AJF GrowthOps who won the company’s business following a pitch process which began in March.

The campaign comes with a new tagline, Checkout Catch, and stars Justin’s Timber Rake, Camilla’s Pasta Bowls and Sylvester’s Cologne among other humourous purchases.

Catch’s chief marketing officer, Ryan Gracie, said the campaign aims to put its customers in the spotlight.

“ is Australia’s favourite place to shop online, and with the huge range of products available across tech, sport, beauty, fashion, home, groceries, toys and everything in between, the campaign shows how Aussies find anything they want and everything they need, from an Aussie born and bred retailer,” said Gracie.

“We always put our customers first, so it made sense to turn them into everyday heroes, placing them front and centre in the campaign, all while ensuring our fun and playful personality shines through. We love the tagline ‘Checkout Catch’, it rolls off the tongue, it’s a strong call to action, it’s also the last action when shopping online, plus it’s Aussie as. Just like Catch.” began its pitch process for a creative agency in March and the entire process of the campaign, from pitch to post-production was done via video conferencing. The campaign was shot in Queensland while the creative team and Catch were based in Melbourne and provided real-time feedback across the three-day shoot.

Adam Francis, executive creative director & founding partner, AJF, said: “One of the best rewards in our industry is presenting a campaign during a pitch which is quickly approved, produced and run. AJF had a hoot creating this work under the restrictions of the pandemic with Ryan, Natasha and the Catch team.

“We are very grateful to add one of Australia’s biggest online retailers during these times of e-commerce growth,” he said.

The campaign will run across TV, radio, out of home, social, Youtube and other digital channels.

· Chief Marketing Officer: Ryan Gracie
· Head of Advertising & Communications: Natasha Aaron
· Kmart Group Head of Creative: Mark Staton

Creative Agency: AJF GrowthOps
· Executive Creative Directors: Adam Francis & Joshua Stephens
· Creative Director: George Freckleton
· Senior Copywriters: Nick Weller & Brent Liebenberg
· Art Director: Rhyen Ellis
· Chief Strategy Officer: Pieter-Paul von Weiler
· Senior Strategist: Christine O’Keefe
· Client Partner: Bryce Coombe
· Senior Account Manager: Lucy Bell
· Head of Film Production: Roz Ruwhiu
· Editor: Tim Egan
· Sound: David Gaylard
· Head of Studio Production: Paul Davis
· Retouching: Drew Smith
· Production Company: The Producers
· Producer: Noelle Jones
· Director: Jesse James McElroy
· Stills Photographer: Jesse Smith

Media Agency: Hearts & Science
· Managing Director: Richard Smith
· Managing Partner: Gerard Max
· Planner: Elloise Wilson
· Senior Investment Manager: Debbie Light
· Senior Strategist: Debbie Moxon

Campaign Management Consultants: Trinity P3


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