TLDR
Bunnings and Network 10 have made The Great Aussie Christmas, a four-part series the two companies call Australia's first purpose-built shoppable show. Viewers on connected TVs can buy Bunnings products from inside each episode, with segments streaming from 1 November and the full series on Channel 10 on 25 November.
KEY TAKEAWAYS
The show
Bunnings now has a TV series built around its products. The Great Aussie Christmas Presented By Bunnings Warehouse is a four-part show hosted by Matty J and Laura Byrne, following time-poor families getting their homes ready for their first big Christmas, from a worn-out front yard to an unfinished entertaining area. Network 10 and Bunnings describe it as Australia's first purpose-built shoppable series.[1]
Weekly segments start on 10 Streaming on Sunday 1 November. The full series airs on Channel 10 on Wednesday 25 November at 8:30pm and streams the next day. Media agency PHD and OM Content developed it with the network and Bunnings.[1]
"Through The Great Aussie Christmas, we're showing customers practical, achievable ways to transform their spaces," said Justine Mills, Bunnings' director of marketing and retail media.[1]
How the shopping works
Each episode uses Network 10's Pause To Shop format, which runs on connected TVs, live and on demand. KERV.ai's Moment Match Engine finds the moments in the show that match Bunnings products and brings them up during the episode.[1] The format's specifications show an ad followed by an end frame with a QR code for viewers to scan on their phones.[2]
The technology isn't new to 10. It started as a pilot called Shoppable TV in 2024 and was then used across Australian Survivor and MasterChef Australia, KERV said at the time.[3] What is new is a show written around a retailer from the start, rather than shopping added to a program that already existed.
"This exciting partnership showcases the next evolution of streaming," said Diane Ho, the network's national digital sales director.[1]
The rest of 10's 2027 pitch
The series was announced at the network's 2027 upfront on Wednesday, alongside 15 free-to-air games of the 2027 FIFA Women's World Cup in Brazil, a sponsorship product for the World Cup called Game Day Highlighter, built with Transmit, and fixed ad placements in on-demand programs from early 2027.[4]
For Bunnings, the show moves its advertising from the ad break into the program, with the checkout one scan away.
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FREQUENTLY ASKED QUESTIONS
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
