To successfully reaffirm Hilux’s place as the number-one ute in Kiwis’ hearts, Toyota turned to long-standing, trusted partner Saatchi & Saatchi to pull off a multi-channel campaign that received phenomenal love right from its launch.
Thanks to a relationship spanning more than 25 years, Saatchi & Saatchi New Zealand deeply understand the Toyota brand. Knowing the legacy that Hilux has to live up to within Kiwi culture, and with a strong brief from Toyota including the need to “own the barbecue conversation”, to herald the arrival of the powerful new 2021 Hilux, they were tasked with reclaiming Hilux’s spot as the
