Bunnings Marketing Case Study · 2026
Bossweld × Bunnings Warehouse × AIIMS
Built to win the aisle.
Bossweld had the product range. AIIMS built the retail growth infrastructure around it — sell-in strategy, packaging, original photography and video, Bunnings-ready campaign creative, brand QC and distribution.
Sell-in strategyPackagingProductionRetail creativeCampaign distribution
The commercial transformation
The products were ready. The infrastructure around them was not.
AIIMS connected three jobs that are too often split across separate suppliers: building the retail case, shaping the shelf system and creating demand around the range.
01 · Sell-in
Give the range a stronger retail case.
Market analysis, assortment opportunities, range architecture, bundles and campaign logic formed a more compelling commercial story.
02 · Shelf
Make the range easier to understand and buy.
Packaging, hierarchy, product presentation and Bunnings-facing creative translated the strategy into a clearer retail experience.
03 · Demand
Build an engine beyond the listing.
Original photography, video, paid-media formats and campaign distribution gave the range a connected system for ongoing demand creation.
One agency. One system. From commercial argument to campaign deployment.
The AIIMS difference
AIIMS-created Bunnings sell-in pitch
Bunnings brand pitch
Browse the pitch deck AIIMS built for the Bunnings sell-in.
The entire pitch now sits in one presentation viewer. Use the page thumbnails, Previous / Next buttons or your keyboard arrows to move through the strategy in sequence.
One continuous narrativeMarket case → growth plan → assortment → retail offer.
Fast navigationEvery page is visible as a thumbnail on the left.
Page-turn interactionEach change animates like turning through the presentation.
Bunnings package design
Package designs shaped for the Bunnings shelf.
Packaging was a key part of the sell-in story. AIIMS helped present clear, retail-focused pack directions that made the range easier to shop, easier to compare and more consistent across the Bunnings environment.
Shelf impact • hierarchy • range consistency
Faster shelf scanningClear hierarchy, feature callouts and range cues designed to help Bunnings shoppers compare quickly.
Stronger shelf presenceHigh-contrast panels, product visuals and icon systems created to stand out in a trade retail environment.
An X-Sight helmet packaging direction showing the front, back and side panel system used to communicate product hierarchy and feature benefits.
- Prominent brand and range architecture for easier navigation.
- Feature-led rear panels to support retail conversion.
- Consistent black / yellow range styling aligned to the sell-in story.
A retail-ready pack design for the MST 185 Plus, combining hero visuals, feature icons and clearer technical information for the Bunnings aisle.
- Dieline-ready layouts for display panels, sides and shelf communication.
- Clear product photography and accessory presentation.
- Stronger value communication to support in-store decision-making.
0→1One connected retail marketing system, built from the ground up
11-pageRetail sell-in pitch
9+Original video assets
38+Studio product shots
Built for manufacturers and suppliers who need more than a listing — they need marketing support around the Bunnings channel.
What AIIMS owned
One independent agency. The full Bunnings marketing workflow.
This was not a production hand-off. AIIMS owned the connected marketing system around the product range — from strategic direction through to retailer-ready assets and campaign deployment.
Agency role
AIIMS Group led the strategy, creative system and Bunnings-facing marketing execution.
Range & campaign strategy
Product priorities, campaign structure, content architecture and the role each SKU needed to play.
Creative direction
A coherent visual and messaging system connecting helmets, welders, accessories and retail promotion.
Photography & video
Original studio photography, vertical social films, range edits, product films, editing and post-production.
Bunnings overlays
Retail-facing promotional creative with product features, pricing treatments and Bunnings-oriented campaign layouts.
Bunnings brand QC
Quality control across retailer-facing executions so the final assets were prepared consistently for the Bunnings environment.
Channel adaptation
Core campaign assets resized and reworked for mobile, desktop, social, product and promotional placements.
Ads & campaign distribution
AIIMS supported the distribution of approved creative across the required campaign placements and marketing channels.
Reusable asset library
A connected library designed to keep supporting the range rather than disappearing after one campaign launch.
Before AIIMS
The products were in market. The marketing system was not.
Bossweld had nothing comparable to this connected Bunnings-focused campaign system before the engagement.
AIIMS did not inherit a finished retail campaign and simply produce assets. The agency built the strategic, creative and distribution framework around the range.
No connected Bunnings creative system
The range needed a repeatable way to translate products into retail-facing campaign creative instead of isolated pieces.
No unified content library
Helmets, welders and accessories needed product photography, short-form video and range content that felt like one brand.
No retailer-ready adaptation layer
The project required feature communication, promotional overlays, pricing treatments and Bunnings-facing QC around the core creative.
No single independent agency owning the journey
AIIMS connected strategy, production, adaptation, quality control and campaign distribution so the work could operate as one system.
One asset system. Every placement.
Built once. Adapted for where customers actually see it.
AIIMS designed the campaign as a connected content ecosystem: mobile-first video, larger-screen digital use, retail promotional creative, product imagery and range-level storytelling.
Mobile-first social and paid creative. The vertical Bossweld films were designed to communicate product quickly in the feed, with movement, product detail and a consistent campaign identity.
AIIMS produced and adapted the creative for the format rather than treating mobile as an afterthought.
Autoplay muted
Swipe between videos
Plays inline on mobile
HelmetGriz
HelmetNeo-FX
RangeFull Helmet Range
WelderMST-190
RangeFull Welder Range
Cut30-Second Reel
Swipe or tap to browse the videos
Larger-screen digital and campaign environments. The same core creative system could move beyond the mobile feed without losing the product story or Bossweld identity.
This is the advantage of building an asset system: one strategic idea can support multiple placements rather than requiring a new campaign every time the format changes.
Retail adaptation & Bunnings QC
Retail creative is more than adding a Bunnings logo.
The core campaign had to become retailer-ready: product hierarchy, feature communication, pricing treatments, Bunnings overlays and brand QC all had to work together. AIIMS managed that layer alongside the strategy and production.
Retail channel
Bunnings
Promotional creative
The Bunnings-ready workflow
From product brief to campaign deployment.
For suppliers, the value is not another disconnected service provider. It is one independent marketing partner that can connect the stages.
Product & commercial brief
Understand the range, priority SKUs, customer needs and retail context.
Range strategy
Decide the campaign structure, product hierarchy and role of each asset.
Creative concept
Build the visual and messaging system that will connect the full range.
Photo & video production
Create the original campaign library across hero products and range-level stories.
Retail overlays
Translate product features, prices and retailer-facing information into promotional creative.
Bunnings brand QC
Review Bunnings-facing executions for consistency before they move into market.
Format adaptation
Prepare the campaign for social, mobile, desktop and other required placements.
Campaign distribution
Support the rollout of approved creative across the required advertising and marketing channels.
What AIIMS delivered
Strategy to distribution. One accountable partner.
The visible assets are only part of the work. AIIMS owned the thinking, the production system and the Bunnings-facing execution around them.
01
Griz Helmet Reel
Vertical social edit centred on a single helmet product.
02
Neo-FX Helmet Reel
Feature-led edit highlighting the product in motion.
03
Full Helmet Range
Range-level film showing the wider Bossweld helmet lineup.
04
MST-101 / 165 / 190 Welders
Individual product edits for three inverter welders.
05
Full Welder Range
Range overview built to connect the welder products under one visual system.
06
S-160 Welder + 30-Second Cut
Short-form edit designed for quick product communication.
07
Multi-SKU Product Photography
38+ studio product shots across helmets, welders and accessories.
08
Updated Bossweld Identity Applied
New-logo treatment carried across the supplied final assets in July 2026.
09
Campaign Strategy & Creative Direction
Range architecture, campaign logic and the creative system connecting the work.
10
Bunnings Retail Overlays & Brand QC
Retail-facing promotional adaptations, feature communication and quality control.
11
Campaign Distribution Support
Preparation and distribution of approved creative across required advertising placements.
What manufacturers should take from this
The value is the system behind the assets.
Bossweld moved from having nothing comparable to this approach to a connected Bunnings-oriented marketing system built and managed by an independent agency.
Not assembled from generic stock.
AIIMS built an original photography and video library around the real Bossweld range, giving the campaign a consistent visual identity.
100%Original project content in the supplied case-study scope.
One system across multiple product lines.
Helmets and welders were connected through product-level films, range edits, studio photography and retail promotion.
2×Primary product categories represented in the supplied project scope.
Strategy, creative, QC and distribution connected.
Instead of splitting the campaign across disconnected suppliers, AIIMS owned the marketing workflow around the project.
1Independent agency connecting the end-to-end campaign workflow.
You already have the range. Let’s build what helps it win the channel.
AIIMS works with manufacturers, importers, distributors and suppliers to connect sell-in strategy, packaging, creative production, retailer-ready adaptation and campaign support.
Build the Retail Growth System