Sendle Amplifies Courtroom Victory Over Australia Post In First-Ever Brand Campaign

Sendle Amplifies Courtroom Victory Over Australia Post In First-Ever Brand Campaign

Courier service Sendle has launched a challenge to Australia Post’s stranglehold over small business with its inaugural advertising campaign.

The campaign, ‘Why post when you can Sendle?’, calls on Aussie SMEs to reconsider their options in parcel delivery and opt for Sendle’s carbon-neutral, door-to-door delivery service over Australia’s outdated postal network.

The campaign is a first for the three-year old delivery start-up, which launched in November 2014 and has grown rapidly to become a legitimate alternative to the incumbent, Australia Post.

It features the phrase “Post without the office”, which Sendle successfully trademarked in 2017 after Australia Post took them to court.

Produced in collaboration with The Glue Society, the campaign stars Australian actor John Batchelor, who plays as a small business owner dealing with the everyday struggles of running an online retail company, such as wasting time lining up at the post office, juggling multiple orders, and making sense of Australia Post’s complex pricing schemes.

The business owner’s comical sock puppet, Wendell, puts him at ease by explaining how Sendle can help alleviate these challenges through its door-to-door delivery, streamlined orders, and low, national flat rates up to 70 per cent cheaper than standard Parcel Post rates, guaranteed.

Craig Davis, co-founder and CMO of Sendle, said: “Sendle has built a strong reputation as the alternative to Australia Post, mainly by focusing on satisfying the needs of small business with great products, pricing and service, and by gathering momentum through word-of-mouth.

“This campaign is our very first and represents how far we’ve come in just over three years. It is also the first time small businesses have been presented with a cheaper and more convenient alternative to Australia Post’s 200 -year-old functional monopoly.

“We have no doubt this campaign will support us in championing choice in the market for Aussie small businesses. Hopefully, it will also empower more small businesses to choose a delivery partner that will help them compete in a rapidly changing e-commerce ecosystem.”

Jonathan Kneebone, co-founder of The Glue Society, said: “Sendle is a humble but ambitious brand aiming to lend a helping hand to the ‘little guys’ of the e-commerce space, and we enjoyed directing a campaign that speaks to these qualities.

“Much like Sendle, we enjoy giving a voice to worthy brands hoping to make a difference, and we look forward to lending a (sock-puppeted) hand to the Australian small business community.”

The campaign has begun rolling out across digital, social, and Sendle-owned channels.


Brand: Sendle

Direction: The Glue Society

Editing and post-production: Glue Society Studios

Starring: John Batchelor and Wendell


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