Harris Scarfe’s new campaign highlights everyday helpfulness with ‘Ms Scarfe’
Harris Scarfe has introduced a new brand campaign featuring the character Ms Scarfe, showcasing the retailer’s role in providing practical solutions and value to Australian households.
The announcement:
At a time when many Australians end each day with little left in their tanks or pockets, Australian retailer Harris Scarfe reminds the nation of the broad-reaching and no-nonsense help it brings to millions of homes everyday.
Central to the new campaign is Ms Scarfe – a Harris Scarfe staff member and playful personification of the brand’s history of humble, but deeply valued, helpfulness. Appearing in people’s homes when domestic life serves a curveball, Ms Scarfe shows up with a smile, smarts and ruthlessly efficient solutions. From surprise dinner guests to late-night menopausal sweats and teenagers gone feral, there’s no challenge she can’t assist with. The campaign seeks to demonstrate that navigating modern life needs the balance of quality, style and value that Harris Scarfe embodies.
Harris Scarfe head of marketing, Laurelle Esse says, “Helpfulness is something our loyal customers have known about us for a long time, and now we’re excited to share this promise with more Australians who value great brands at great prices.”
The campaign, which marks a new chapter in the company’s 175-year history, was the product of a collaborative model that utilised specialists across strategy, creative and production. Neighbourhood Strategy led the brand’s marketing strategy, Creative Consultant Daniel Pizzato led creative development, and the campaign films were directed by Alex Roberts, produced by Finch.
“Curating a crack team of specialists with the perfect experience and skillsets was not only efficient, but meant we were able to work with the best talent to steward the brand. It was a delight to collaborate with everyone from Neighbourhood to Finch”, Esse said.
The campaign will roll out across film, social and out-of-home in the upcoming months.
Source: Neighbourhood Strategy
