Audiences crave authenticity. And who better to champion your brand than the people who rep it every day? No wonder we’re seeing more employees in adverts.
When your workforce turn into local celebrities after starring in a brand campaign, you know it’s hit home, says
Z Energy’s Debbie Byrom.
That’s exactly what happened with the staff in the recent ‘Z is for’ campaign – one that Byrom says “worked better than we imagined”.
The adverts present 11 everyday moments, each ending with an employee delivering a “Z is for” line.
One sees Vincent use the last toilet roll and forget to restock. Cue a staff member with a fresh pack. “Z is for whoever used the last loo roll, Vincent,” says the staffer with a wink.
The ‘Z is for’ campaign is all about reminding Kiwis what the brand stands for, says Byrom, who is head of marketing.
“‘Z is for New Zealand’ – that’s been our line since we launched 15 years ago. And as we returned to our original brand premise, it just made sense to showcase the faces our customers see every day.”
With real Z staff in the ads, it wasn’t long before they started getting recognised.
While customers didn’t chase them down the street or call paparazzi, some screenshotted their photos, printed them out and even asked for autographs, she laughs.
Something no actor can fake
Patrick Usmar is a communications lecturer at AUT with a background in media buying and PR. He says the trend of using real staff in brand ads is sure to continue.
“It fits the New Zealand temperament of not taking yourself too seriously, while still delivering a sense of earnestness and trust.
“I think that slightly unpolished appearance brings across a degree of authenticity – and Kiwis pride themselves on being ‘no bullshit’,” he says.
Byrom agrees. Real employees might not have A-list acting skills, but they bring something no actor can fake.
“Our staff take real pride in working at Z and putting on their uniforms,” she says.
“They brought a lot of themselves to the shoots and acted the same way they would with actual customers.
“That’s something you can’t get from an actor who’s just pretending to do this.”
Z staff “acted the same way they would with actual customers” while shooting the adverts.
Continuity is key
Authenticity strikes a chord with the Kiwi audience, but a consistent customer experience is key, says Usmar.
“Noel Leeming has been running an ad campaign recently featuring staff answering crazy questions from fantastical characters. It’s designed to position the brand as one that can meet whatever personal needs you have.
“But there must be continuity. Let’s say you’ve seen the ads – but then you walk into a Noel Leeming store and no one comes to speak to you, or if they do, they don’t have the expertise you were expecting. That’s where it can all fall over.”
So while a campaign features selected staff, all employees help it land.
“Advertising is really about promise, and that’s the company’s responsibility. If I’m promising something to you through the staff in my advertising, you’d better deliver on it,” he says.
Walk the talk
Sometimes, whānau and even pets get in on the act.
Reece Congdon, head of marketing and corporate affairs at Mitsubishi Motors New Zealand, says using real staff members’ kids in their 2025 Outlander campaign helps the business walk the talk.
Congdon says the medium SUV competes in a highly contested segment, which is especially popular with families.
While brainstorming ideas, the team realised they didn’t have to look far for inspiration.
“When we spoke with our agency about how this vehicle was actually being used, many examples came straight from our own families,” says Congdon.
“I’ve got two kids, and every one of the seven seats in that car is full all day, every day – going from football practice to gymnastics, to cheerleading, to birthday parties.”
Those real-life anecdotes became the heart of the campaign. And featuring their Mitsubishi whānau – three staff members, 13 kids and one office dog – came naturally.
To bring that to life, the team mounted a camera on the centre console, hit play on the kids’ favourite songs and drove laps around the office car park – letting the little moments of magic play out.
As Congdon puts it, Kiwi families loved it because “it’s not so much a car ad, but a family ad” – one they could all see themselves in.
Rep your own
Jayne Mayerhofler, chief marketing officer at AUT, says showcasing staff, alumni and current students in the recent ‘Knowledge that works’ campaign served the same purpose.
“We wanted our audiences to see themselves in our campaigns and at our university, and what made it feel so authentic was their love for AUT.
“During the casting process, we asked them to share their experiences. Once we heard their stories, we thought, ‘This is going to be perfect.’”
And swift, too.
“It only took us one day to shoot both the video and statics – and that’s saying something, because it usually takes time when you’ve got professionals coming in. There’s a lot of work involved in getting them to sell or represent what the university is about. So having our own students do it just felt like a no-brainer,” says Mayerhofler.
During casting for AUT’s ‘Knowledge that works’ campaign students talked about their experiences.
Keep it real
Beyond authenticity and relatability, Usmar says this storytelling approach also draws in audiences with transparency.
“In an ideal world, we want people to come to us. Advertising shouldn’t be about begging.
“These ads resonate because they show what it’s really like to buy the product or experience
the service.
“We don’t want to be saying, ‘Please come here.’ No one wants to be hard sold. And I think featuring real people in ads helps bridge that gap.”
Congdon adds that advertising has to feel “organic, not forced”.
“So look,” he laughs, “if you’ve got the talent in-house, you’d be crazy not to use it.”
Real lives on display
Mitre 10 employees have been the face of the brand for years. CMO Jules Lloyd-Jones tells NZ Marketing why it works.
Roughly how many staff members have been in your ads so far?
We’ve featured dozens of Mitre 10 team members in our brand advertising over the years, especially around key cultural moments like Te Wiki o Te Reo Māori, Matariki, Diwali, Father’s Day and Mother’s Day.
These campaigns aren’t about selling products, they’re about celebrating what these moments mean to our people and the communities they’re part of.
How do you choose staff to be in your ads?
We look for team members who bring authenticity, warmth and a genuine connection to their communities.
Our store teams reflect the diversity of their local communities, so it’s easy to find people who represent the real faces of Mitre 10.
We don’t go looking for polished performers, we look for people who are proud of who they are and what they do, and who are happy to share a bit of themselves with Aotearoa.
Bunnings also puts their staff in their ads – what makes Mitre 10 different?
Our approach is rooted in storytelling and connection.
We don’t just feature ‘staff’ (we don’t even use that term). We share our people’s perspectives, their culture and their community ties. Whether it’s a team member talking about how they celebrate Matariki with their whānau, or helping out on a local Helping Hands project, our ads reflect the real lives of everyday Kiwis.
As a locally owned co-operative, our strength lies in our people and the knowledge, service and human connection they bring to our customers every day. That’s what sets us apart.
This story comes from NZ Marketing magazine issue 85, Dec 2025-Feb 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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