Bunnings debuts its first ever UK ad

THE music’s the same, as are the aprons, the staff talking about power tools is the same but there is something really odd about it.

A still from Bunnings’ first UK ad.

NOT content with inflicting on Brits the sausage sizzle, now Bunnings is forcing its so-cheery-it’s-cheesy advertising campaign on the mother country.

But there’s something just not quite right about it. No scrub that, it’s just plain wrong.

Any thoughts Bunnings might have altered their format, even a touch, for their multi-billion dollar push into the UK market is clearly not the case. If it works in Australia, it’ll work in England, seems to be the mantra.

The logo is the same, the stores are identical, the sausages are sizzling even in the grey English winter and, now, it’s clear even the ads are direct copies of Australia’s Bunnings ads.

However, a retail expert has said simply “copying and pasting” Bunnings Australia might be a misstep.

In the UK version, Bunnings employees at the first store in St Albans, just north of London, wax lyrical about the great range of brands and the lowest prices. So far, so similar.

“The UK’s been waiting for something like this for so long,” says a staff member donning the famous green apron.

‘It’s minus 2C, we’re all totally loving being out here in the cold. This is fine.’

But, you know what, there’s just something so odd about it. About seeing such a long running and quintessentially Australian ad campaign reshot in Britain.

Maybe it’s the blue Australian summer skies replaced by the leaden clouds above the UK store. Or that the staff look like they are shivering out in the cold.

Perhaps it’s the fact some of the staff look really unconvinced about the whole thing. “The possibilities in the store are … are … endless,” says one staff member seemingly unsure of what they were supposed to say or why they have had to suffer the torture of being forced onto national TV in the first place.

But really, it’s the accents.

All those Pommy accents.

This is most obvious at the end of the ad where the usual “Bunnings Warehouse!!!!” jingle shouts at you from the screen. With a new English twang, it just sounds all wrong.

It’s like the cast of Geordie Shore has been plied with alcopops all evening and about midnight were asked to scream the jingle as loud as they could. You know, just for a laugh.

“We’ve been waiting with bated breath to see the first store opening and now it’s very clear that they are copying and pasting what works very successfully in Australia and New Zealand with very little change,” Insight DIY manager Steve Collinge told news.com.au last week.

However, he said importing an Australian model was a risky move.

“They’ve got to learn that they can’t just copy and paste what works in Australia and hope that people are going to be queuing up for a sausage sizzle in the rain. It’s one degree in the UK today. It’s a real challenge.”

Whatever the merits of the ad though, you can’t fault Bunnings’ belief that Britain is going to be bowled over by their stores.

As it set about rebranding hundreds of Britain’s Homebase stores, the chain it bought last January, it have promised to price match competitors and have upped the wages for staff.

The revamped stores have 40 per cent more brands in stock and the number of staff have been nearly doubled.

A still from Bunnings’ first UK ad.

The UK version sports features Australians are used to but will prove novel in Britain such as the famous weekend sausage sizzles, in-store playgrounds, cafes, Wi-Fi and ‘how to’ workshops.

Early reaction from locals was positive with Harpenden resident Sue Hobson telling news.com.au it “absolutely super” while indulging in some light drill shopping.

Bunnings is now in the UK. Brittish accents on a Bunnings ad just isn't right... https://t.co/3B4mSTFOyB

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“I’ve just texted a friend and said I’m in the new Bunnings, you must come in and have a look. I came in for one thing specifically which I found immediately ... then you find lots of other things you didn’t know you wanted,” she said, wheeling pot plants and furniture protectors back to her car.

Bunnings first UK store in St Albans, Hertfordshire after acquiring Homebase for $700 million in February 2016. Picture: Mega for news.com.au

The verdict was also good from St Albans local Kevin Corbett, only bemoaning the lack of “Australian weather” while filling up his car with storage solutions.

“Homebase had become less DIY builders merchandise, more a cushions and style place where you wouldn’t get a two by two,” he said, adding that the idea of a barbecue outside was “pretty cool”.