Isaac’s teams up with FizzyPop to launch major campaign

Hawke’s Bay plumbing and electrical specialists Isaac’s have launched a new campaign with FizzyPop, fronted by former All Black Brodie Retallick.

The campaign marks a new phase for Isaac’s, repositioning the long-standing Hawke’s Bay business from a collection of separate trade divisions into one integrated team across plumbing, pumping, electrical, solar and hot water.

Isaac’s has operated across the region for more than 30 years, building its reputation on practical expertise, technical capability and long-term relationships with residential, rural, commercial and industrial clients.

While the work itself is not changing, the way Isaac’s is being presented to market is. The new positioning reflects the company’s real point of difference: cross-trade capability.

Reinforce the brand’s qualities

Brodie Retallick has joined Isaac’s as a regional ambassador for the next two years, bringing a familiar face and a strong performance-led connection to the campaign.

A former All Black lock with 109 appearances for New Zealand, Retallick is one of the country’s most recognised rugby figures.

His role in the campaign is designed to reinforce the same qualities Isaac’s wants associated with its brand: strength, reliability, credibility, hard work and practical performance under pressure.

Dominate every field

Creative concepts centre on Retallick moving at pace through different Isaac’s service environments, from solar installs and plumbing work to pumping systems and electrical sites, before returning to the rugby field.

The campaign line, ‘We dominate on every field’, brings the concept together across Isaac’s four key service areas.

Isaac’s branch manager Braydon Hardwidge says: “Isaac’s has always had the people, experience and technical ability to take on complex work across the region.

“What this campaign does is bring that capability together in a way that is easier for customers to understand. Whether it’s a farm, home, commercial site or industrial project, we want people to know they can call one team that understands the whole job.”

A new position

FizzyPop director Tom Young says the campaign gave the agency a strong strategic and creative opportunity.

“Isaac’s had a clear opportunity to own a much stronger position in Hawke’s Bay.

“They are not just plumbers, pump specialists, electricians or solar installers. They are a team that understands how these systems work together. That is a much stronger story, and Brodie gives us a way to tell it with real cut-through.”

The campaign also introduces solar as a natural extension of Isaac’s existing expertise, rather than a separate service add-on. With capability across commercial, rural and site-specific solar installs, battery systems, EV charging infrastructure and integrated hot water solutions, Isaac’s is positioned to support energy projects that require practical design and long-term thinking.

“Brodie was the right fit because this campaign is not about celebrity for the sake of it,” says FizzyPop agency lead Amelia Poulgrain. “He represents reliability, strength and performance, which are exactly the qualities Isaac’s already has in the market. The job was to connect that reputation to a sharper brand position and a campaign people would notice.”

Practical, regional focus

Retallick says the connection with Isaac’s made sense because of the company’s practical, regional focus.

“Isaac’s is a Hawke’s Bay team that gets stuck in and does the work properly.

“That is what stood out to me. Whether it’s plumbing, pumping, electrical or solar, they have the team behind them to get the job done.”

The campaign will launch across Hawke’s Bay from August 17 supported by video, radio, social media, digital advertising and updated website messaging.

Credits

• Agency: FizzyPop
• Client: Isaac’s Plumbing, Pumping, Electrical & Solar
• Client contact: Braydon Hardwidge / Gavin Streeter
• Agency lead: Amelia Poulgrain
• Director: Tom Young
• Art director: Kristen Curran
• Videography: Charlotte Reid
• Ambassador: Brodie Retallick

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