BIG W Treat Truck
Turning a retail launch into a moment of care with the BIG W Treat Truck
Client:
BIG W
The brief
How do you launch a new retail collection in a way that genuinely connects with customers’ everyday lives? BIG W wanted to introduce its Autumn/Winter home and clothing range while recognising a clear behavioural insight: mums consistently prioritise their children over themselves. The challenge was to turn that tension into something tangible – an experience that would build emotional connection, increase brand consideration, and reposition BIG W as a brand that makes people feel good, not just one that offers value.
Our curious spark
The idea came from flipping something familiar. Instead of a treat being something for kids, what if the treat came for mums? That thinking became the BIG W Treat Truck – a roaming experience built around closing the “treat gap”, delivering small, thoughtful moments of care inspired by real everyday experiences.
Why this campaign mattered
BIG W had an opportunity to shift perception. Moving beyond functional messaging meant creating something that felt human, generous and culturally relevant. This activation gave the brand a way to show up differently – not just as a retailer, but as a brand that understands and celebrates its audience… especially those all-important mums.
Activating curiosity and creativity
Our curious crew at work
This was about restraint as much as creativity. The experience stayed simple, but every detail – from truck design to product styling – was elevated enough to feel considered, premium and unmistakably BIG W.
Proof that curiosity pays off
National reach at scale
More than 3,000 mums were treated across the activation and in-store rollout, turning a single idea into a nationwide moment of generosity.
Earned attention that travelled
105 pieces of coverage generated a combined media and earned social reach of over 16 million, turning the Treat Truck into a national talking point.
Owned channel performance
Campaign content drove over 2 million in owned social reach, alongside strong engagement across BIG W’s channels
Brand and commercial movement
The campaign contributed to measurable shifts across key metrics, including increased brand salience and strong growth in womenswear and home engagement, supported by increased traffic to new arrivals pages and full-price sell-through
Lessons in curiosity
The Treat Truck proved that emotional relevance drives impact. A simple idea, grounded in a real human truth, can travel further than a complex campaign. By showing up in everyday moments and giving people something they didn’t expect, BIG W created genuine connection at scale. The next step is not to change the idea, but to deepen it – making it easier to access, easier to share, and even more integrated into people’s daily lives.