Bond & Bond – Cut to the chase

Bond & Bond was facing a challenging environment, in which its own sales were declining, competitors were advertising relentlessly, and New Zealanders were facing a recession.

Bond & Bond – Cut to the chase

Category: Retail/EtailAgency: DraftFCBAdvertiser: Bond & BondCampaign: Cut to the Chase


Bond & Bond sales had been declining at an average of 2.4% pa for two years. Yet the appliance retail category had been growing at 7.2%.

DraftFCB set out to reverse Bond & Bond's fortunes using advertising only. There would be no increase in advertising spend and no change to product and pricing strategy.

The agency created a straight-talking campaign that told informed shoppers in the target audience “you want it, we've got it,...

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