"I got it at Vinnies"

Op shopping isn’t just back — it’s booming. And we are proud to be leading the charge in WA. To reflect our position as the go-to Op Shop destination for quality, affordable, and stylish pre-loved fashion, we’re excited to launch our bold new retail campaign:

“Got it at Vinnies.”

You know the feeling. Someone compliments your outfit and asks, “Where’d you get that?”
and you grin: “Got it at Vinnies!” Surprising and delighting with the fact something this great isn’t from somewhere where like Milan or New York and didn’t cost the earth its from your local Vinnies and its your fabulous find.

This campaign really taps into that moment — the pride of discovering something unique, sustainable, and affordable. Whether it’s a designer jacket for under $30 or the perfect retro vase, Vinnies shoppers love sharing their finds — and now we’re making it part of our brand identity.

Heading into a key seasonal shift where consumers are updating their Autumn Winter wardrobes, this campaign will be promoted through radio ads, competitions, targeted social media adverts and a content partnership with digital platform Perth is Ok.

Why it matters
This isn’t just about fashion. It’s about driving more people into our 52 stores across WA for them to find the joy in Op Shopping while knowing their purchase helps fund the critical programs and services we deliver — from emergency relief and housing support to supporting people when they need it more and creating brighter futures.

How you can get involved

• Talk about it! Encourage shoppers and volunteers to use “Got it at Vinnies” when sharing their stories.
• Post, tag, and hashtag! If you're active on social media, show off your finds and tag @vinnieswa #gotitatvinnies
• Be proud ambassadors. Every interaction in-store is a chance to make someone feel great about shopping with us — and remind them their choice makes a difference.

This is just the beginning and the campaign message will be a key driving force through all our retail marketing and communications over the next 12 months and we look forward to sharing the exciting phases with everyone as we bring them to life through instore promotions and advertising.

A huge thank you to the amazing team who brought this campaign to life:

• Creative Direction: Wildlings Creative
• Photography: Mauro Palmieri
• Styling: Rochelle Renwick & Claire Davies, Scotter Projects
• Hair & Makeup: Francesca Suters
• And of course, Louise, Alex and our extended retail team for assisting to source all the great products for the photoshoot and supporting the campaign.

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