The CMO Show · 2026-04-30 · 23 min
From the iconic sausage sizzle to i t s team of red shirts and partnerships with Vegemite and Bluey, Bunnings isn't just a brand... it's a staple of Australian culture . Recently named Australia's most trusted brand by Roy Morgan, the warehouse giant is s upported by a seriously deliberate marketing machine focused on community engagement . Recorded live on the shop floor, this episode of The CMO Show sits down with Justine Mills, General Manager of Marketing at Bunnings, to unpack how a hardware store has become part of Australia's cultural fabric. This isn't about glossy campaigns or influencer deals. It's about why the person in the red shirt knows more than any brand ambassador ever could and how Bunnings has built systems to let real frontline expertise lead the marketing. Justine dives into the Red Shirt Content Creator program, how everyday team members have bec ome trusted creators, and why its inhouse content engine, Hammer Media , works not just as a retail media network, but as a credibility gener ator . You'll hear how Bunnings captures real in ‑ store moments and resists polishing them into something unrecognisable. No hype. No hard sell.
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