AliArc has long been a trusted name in New Zealand for high-quality bull bars and accessories, proudly manufactured right here in New Zealand. But with a growing number of imported competitors, and a new generation of ute drivers emerging across the country, the brand needed to reinforce its position as the toughest, most dependable choice on the market.

Scratch Design partnered with AliArc to lead a brand refresh and launch a bold new campaign: All Bar, No Bull. The campaign was crafted to speak directly to AliArc’s core audiences, the farming sector, tradies, and the wider ute driving community who demand strength, reliability, and gear that won’t let them down. Our work repositioned AliArc as a no-nonsense brand that was made for real New Zealand conditions.

Scratch developed a campaign that celebrated safety, toughness and quality, while staying grounded in the brand’s Kiwi-made credibility. Whether seen on a billboard, magazines, in social media, or online, “All Bar, No Bull” makes it clear: if you want ute accessories that work as hard as you do, AliArc is the name to trust. Strong. Straight up. No bull.

Scratch collaborated with the following people:

The Media Lab – Antony Young

Photography – Mark Tantrum