Corporate supplier recruits ‘Jo’ to build loyalty.

 

OfficeMax New Zealand has won the Best B2B Campaign award in the 2026 New Zealand Marketing Awards.

 

Promotions, product range and one-stop convenience were all seen as practical plus points for OfficeMax. But the workplace and education supplier had a problem: loyalty. 

 

The supplier’s small business customers were quick to switch suppliers in search of the best deal,  reported New Zealand Marketing Magazine.

 

Through extensive customer research, OfficeMax uncovered a unifying truth across the category: every small business has a ‘Jo’. 

 

“Jo is the operational backbone of the business, responsible for everything from onboarding new staff to selecting workplace supplies providers – and then ordering the supplies,”  OfficeMax said.

 

“We needed an idea that didn’t just sell to Jo but recognised her,” according to the campaign team. 

 

That insight sparked the creative platform: ‘Jo is there for all of it. And OfficeMax is there for her.’ 

 

Instead of focusing on features and price, the campaign told relatable work stories that celebrated Jo’s effort and impact, positioning OfficeMax as the brand that understands her world.

 

The workplace scenarios also showcased the brand’s broader range, shifting perceptions from OfficeMax being “just stationery” to a one-stop partner for Jo.