PROJECT SNAPSHOT: GIB® REPUTATION RECOVERY

A nationwide campaign designed to repair brand sentiment following a period of extreme supply chain disruption. As a market leader with 96% share, GIB® faced significant industry backlash and government scrutiny after manufacturing pauses left the country without plasterboard. We needed to shift the narrative from "arrogant monopoly" to "humble partner," reframing the brand as a positive force within the Kiwi communities it serves. The goal was to lift NPS, boost internal staff morale, and remind New Zealand that we are here to support the industry, not just supply it.

Building in New Zealand is tough, and when a critical link in the chain breaks, trust evaporates. Builders didn't just want an apology; they wanted to feel seen and supported. In an environment where the monopoly was being questioned, the brand couldn't lead with its chest out. The real win was a shift in posture, moving from being the ‘big player’ to being ‘one less thing to worry about.’

We launched a humble, people-first campaign across video, radio, and digital, specifically targeting the building industry, architects, and specifiers who needed certainty and technical confidence to keep their projects moving. By celebrating the real heroes on-site and positioning GIB® as the supporting cast rather than the lead, we humanised the brand and boosted internal pride. The campaign successfully softened the monopoly narrative and significantly lifted value-for-money metrics.