Narrabri Shire Council

Retailer acquisition campaign.

Content Production | Public Relations | Media Management | Social Media Content

The Challenge

When Target Country closed its doors in Narrabri in 2021, it left a major gap, leaving residents with no local access to affordable, everyday clothing basics. For a region that grows the cotton that clothes the nation, the irony wasn’t lost on anyone. Narrabri Shire Council wanted to do more than just acknowledge the problem, they wanted to spark change.

Narrabri Shire Council engaged C7EVEN to create a bold, creative campaign that would appeal to major retailers, demonstrate community support, and show the Council was listening. The goal? Put Narrabri back on the retail map.

Our Approach

We turned a serious issue into a shareable story. Tapping into the 2025 cotton harvest, we created a tongue-in-cheek campaign that highlighted the absurdity of growing cotton but not being able to buy socks and undies made from it.

The hero video featured locals going to hilarious lengths to clothe themselves. Using cotton to make their own basics, stuffing bales into car boots, and even setting up a cotton handout station in the town centre. It was fun, relatable, and impossible to ignore.

We supported the video with teaser trailers, a strong PR push, and the catchy hashtag #BringBackSocksAndJocks designed to spark national conversation and drive retailer interest.

Using this persona as our north star, we developed and implemented a dynamic marketing and communications strategy, backed by a hands-on retainer to drive the work forward.

What we Delivered

Promotional Video Production
A high-impact, humorous video that captured the community’s spirit and the campaign’s message.

Social Media Content
Teaser trailers and captioned clips built anticipation and boosted shareability.

Public Relations & Media Management
A targeted media release and strategic pitching secured coverage across regional, state, and national outlets.

The Impact

A National Conversation
The campaign struck a chord, turning a local issue into a national talking point about retail access in regional Australia. Media coverage was gained from the east coast to the west coast throughout both metro and regional areas.

Retailers Took Notice
The campaign positioned Narrabri as a community worth investing in. One that’s passionate, united, and ready for change.

Council Credibility Boosted
Narrabri Shire Council was seen as proactive, creative, and deeply connected to its community’s needs.