G.J. Gardner Homes is a household name throughout Australia, New Zealand and the USA. With over 100 franchisees operating around the world, G.J. Gardner Homes continue to build a reputation for reliability and excellence.
After an intensive competitive pitch Blunt Agency were tasked to develop and launch the new national campaign for the group, working with key stakeholders and master franchisees to position the brand across all channels.
Unlike the large corporate builders, G.J. Gardner Homes are 100% locally owned by franchisees. They invest in and are actively part of their community in which they live, an important and compelling point of difference.
Our campaign strategy leveraged this by building stories around a day in the life of a franchisee, through the connection they have with their local community, its people and uniqueness.
A hero message was developed with ‘Building together’ for national marketing and ‘Building (Local Town)’ for location specific marketing. This was paired with the sub tagline ‘Your Trusted Local’. By leveraging the town name and repetitively building on the trusted local message, G.J. Gardner Homes are clearly differentiated within the market.