Gumtree gets a TikTok star to sell his Nonna’s stuff via Jack Nimble

Gumtree has launched a campaign titled ‘Selling with Nonna’ via independent creative agency Jack Nimble.

Inspired by TikTok videos, the campaign features TikTok star James Lieschke (@jameslieschke) and his adopted Nonna Gina Moriello as they put things for sale on Gumtree from around her house.

In the 1 minute and 51 seconds spot, Jack and his Nonna search around her house for things to sell on Gumtree, before finding an unused blender. The spot contains advice on how to successfully sell on Gumtree, such as responding quickly to messages and being upfront about wear-and-tear.

The hero video also has 30-second and 6-second versions.

Gumtree’s senior marketing manager, David Low, said: “As a brand, we believe we have a responsibility to the environment and the community we operate in. It’s probably never been as paramount as it is today to take care of our planet and to help Aussies achieve financial freedom. As such, we endeavour to educate as many Australians as we can regarding the environmental and financial benefits of circular trading, and this includes helping parents to teach the next generation to make smart and sustainable choices now and in the future, as well as inspiring older generations to unlock the value of their pre-loved items.”

As part of Gumtree’s sustainability push, Gumtree has also launched a kids’ book series called ‘Ollie and the Spectral Spectacles’, which seeks to help parents educate children on the value of money while making sustainable choices.

Ollie and the Spectral Spectacles’ book cover

The announcement follows a trend of brands positioning themselves as sustainable in the past month, most significantly Coles and Woolworths.

The ‘Selling with Nonna’ campaign is on CTV, programmatic pre-roll, YouTube and Facebook.

Jack Nimble is Gumtree’s creative agency partner and has worked with the brand since 2019. In 2020, Jack Nimble won the Mumbrella Award for Specialist Agency of the Year and Emerging Agency of the Year.



ECD – Adam Wise

EP – Angus Mullane

HEAD OF SOCIAL – James McInnes

PRODUCER – Lee-Ann Hyman



DIRECTOR – James Woods

DP – Miller Best

CAM ASSIST – Sam de Teliga

SOUND RECORDIST – Lionel Tregret



Jack Nimble

EDITOR – Kent Hau

COLOURIST – Matt Campbell

SOUND DESIGNER – Matthew Perrott (Mighty Sound Studio)


“G” – Gina Moriello

James Lieschke


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.