Rodney Wayne and Lach & Friends campaign wins Westpac New Zealand Franchise Business Award

The 2022 Westpac New Zealand Franchise Business Awards have recognised the Rodney Wayne ‘Change The Story’ campaign by Lachlan McPherson and Friends as Marketing Campaign of The Year.

The Awards were presented at a Gala Dinner in Auckland. Rodney Wayne also received awards for Best Franchise System; Retail and Hospitality, and the prestigious Westpac Supreme Franchise System of the Year title.

The ‘Change the Story’ campaign ran nationwide in magazines, outdoor, digital and social media. It was created on an idea founded on the truth that nothing rivals the experience of walking out of the salon with a fresh style, and research that indicates good hair is important to maintain self-esteem. The campaign features a diverse range of Rodney Wayne clients and explores the emotions they went through as part of their hair transformation.

Rodney Wayne said: “We are delighted with the wins. Creative marketing by Lachlan McPherson and Friends has lifted the business and helped the brand remain the number one hair salon choice for New Zealanders.”

The judges commented: “The campaign was very clearly thought out, researched to ensure it was appropriately targeted and was well executed. The campaign delivered strong results for the system and its franchisees.”

Says Lachlan McPherson, Lachlan McPherson and Friends: “The ‘Change the Story’ campaign is not only about changing the way the world sees you but changing the way you see yourself. Insights showed New Zealander’s coming out of a lockdown wanted a fresh outlook as well as a fresh new look.

“It is an honour to work with such an iconic New Zealand brand like Rodney Wayne. It helps that the Rodney Wayne salon owners and teams provide exceptional quality and service.”

Agency: Lachlan McPherson and Friends
Creative team: Rob Jack, Lachlan McPherson
Media: Seed
Typography: Brent Courtney
Hair Direction: Rodney Wayne Education and Creative Director Newton Cook
Photographer: Guy Combes
Video: Magnesium
Print Production: Axiom