Barry Plant’s spring campaign showcases trust, innovation, and community

“Our message this year builds on last year’s campaign, which resonated strongly with the Victorian public,” says Barry Plant head of marketing, Kashka Hardy.

“In 2024, we wanted people to know that with Barry Plant, you’re in safe hands. In 2025, that trust has been reinforced through our results and our recognition across the industry. That is why our new slogan is, ‘With Barry Plant, You’re In Safe Award-Winning Hands’.”

The statewide campaign features more than 60 billboards across Victoria, ensuring every Barry Plant office – from Ballarat to Yarra’s Edge – benefits from the brand’s strong market presence. Reflecting the network’s community-first approach, all campaign imagery features real Barry Plant agents from offices across the state, including Northcote, Drouin, South Barwon, Taylors Lakes, and Essendon.

Alongside their physical media advertising, Barry Plant ran an extensive digital campaign to reach the widest possible audience. Messaging was delivered across all major social media platforms, ensuring the Barry Plant brand was visible to audiences wherever they choose to spend their time online. This approach ensured that when Victorians think of real estate, Barry Plant is the first name that comes to mind.

Barry Plant CEO Lisa Pennell has welcomed the campaign’s focus on real people from within the network.

“From the very beginning, it was clear that the heroes of the campaign had to be our people. Our network and our agents are at the centre of everything we do, and we want them front and centre in our campaigns,” said Pennell.

“We want the public to see them as we do: dedicated, talented, and caring professionals who truly embody our brand. Honesty and integrity are at the heart of everything we do at Barry Plant, and our campaigns are designed to genuinely reflect the strength and character of our network.”

“Showcasing our own people rather than using external models was the natural choice. By photographing real agents, we are celebrating the people behind the brand,” added Hardy. “These are the agents and teams who represent Barry Plant in their local communities every day, so they should be the ones on the billboards.”

The spring campaign also marks an expanded partnership with 3AW, with advertising across their main programming and Australian Football League (AFL) broadcasts this year. This strategic choice aligns the brand with content that resonates deeply with many Victorians. The spots feature the voice of Barry Plant, the network’s founder and original CEO, forging a direct connection to the company’s roots and giving listeners a familiar, trusted voice they know well.

“As a Victorian brand, it’s important that we are part of the conversations and events that matter to our community,” Hardy says. “As the largest Victorian-only real estate network, what’s more Victorian than partnering with AFL broadcasts?”

While the campaign launched in spring, it’s not just a seasonal push. Barry Plant’s partnership with 3AW now forms part of a 12-month, always-on campaign, reinforcing the network’s commitment to continuous brand visibility and support for its offices.

“This isn’t a one-off campaign – it’s ongoing,” Hardy explains. “We want our people and clients to know that wherever they are, Barry Plant is always visible, always active, and always supporting our network.”

Long-time collaborator Jordan Roach, who has been part of Barry Plant’s creative journey since the 2023 rebrand, once again led the photography for the campaign. His work continues to evolve the brand’s visual identity, aligning with recent innovations, including the refreshed Barry Plant website.

“Consistency has been key in building our modern visual style, but more importantly, Barry Plant is a network that is loyal to its people and wants to celebrate and uplift them wherever possible,” Hardy says.

“When the 2025 Spring Campaign came around, we knew there was no one we would rather work with than Jordan, and I think the results speak for themselves.”

Our spring campaign aligned with the first stage of our refreshed website, which has already proven a strong success for both customers and our network since launching in August. The upgrade delivers a modern, polished user experience with simplified navigation, streamlined menus, and a cleaner visual design that reduces over-branding while placing imagery front and centre.

“This is just the start. Further visual and functional enhancements are already in progress, with a special focus on improving the property listings experience,” said Hardy. “We are always focused on evolving and pushing the brand forward, just as we do across every part of the business.”

With this campaign, Barry Plant not only highlights its achievements and industry recognition but also reinforces its commitment to people – both within the network and across the Victorian community. By combining innovation, trust, and a celebration of real agents, the brand continues to set the standard for real estate in Victoria while remaining firmly connected to the communities it serves.