Haymes Paint

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A third-generation family business operating in a market where a persistent trend for neutrals and open plan, has eked out growth of just 2-3% pa. Despite ambitious commercial goals, Haymes had given an undertaking to its
independent retailers that it wouldn’t sell to Bunnings

Overhauled the brand strategy, identified a more discerning, affluent female
target (was men 50+) for whom ‘mass’ is a fail, ‘individual’ is lauded and updating is routine. Limited distribution became ‘exclusive’

The consumer brand campaign included digital content, social media,
collaborations with like-minded brands to amplify reach, above-the-line
and consumer promotions

The brand strategy also directed the retailer, specifier and trade
painter communications. Sales were up 7.8% in year one and 12.8% in year two