Press Release

Press Release: The Incubator wins PropertyMate account in competitive pitch

The Incubator wins PropertyMate account in competitive pitch

PropertyMate has appointed The Incubator as its creative services agency following a competitive pitch. The decision to collaborate with The Incubator comes as PropertyMate prepares to significantly ramp up its national identity within the property app market.

At this pivotal moment in a new phase of expansion, PropertyMate requires an agency who can help them fill out their brand identity and pinpoint their core positioning, in order to deepen their unique foothold in the market. Rather than tackling the existing big players with an identical product, PropertyMate’s unique user experience takes consumers on a journey of discovery, enabling them to find properties they may not otherwise have seen or considered. 

The Incubator aims to firmly establish PropertyMate as a household name, through a careful process of business development strategy, brand evolution, positioning and expansion. 

“We are honoured to join forces with PropertyMate,” said Jeremy Walsh, CEO of The Incubator. “The Incubator loves working with challenger brands, and these guys are all set to shake up the Australian property industry. We’re thrilled to join them on this ride and look forward to helping them smash their growth targets going forward.”

This partnership represents an exciting opportunity for The Incubator to help build PropertyMate’s brand awareness, as they have done for similar challenger brands such as Tradie and Brick Lane. With a history of long-held client relationships and a passion for blazing their own trail in the advertising and marketing sphere, The Incubator is poised to deliver compelling results for PropertyMate.

Find out more at

About The Incubator:

The Incubator is an independent, South Melbourne-based, full-service advertising and marketing agency, known for its innovative creative, strategic thinking, and commitment to delivering exceptional results. With a diverse portfolio and team of experienced professionals, The Incubator is dedicated to helping businesses develop, grow and thrive.

For media inquiries or more information about The Incubator, please contact:

Jeremy Walsh

Managing Director
The Incubator

25 Buckhurst Street
South Melbourne  VIC  3205

Tel: +61 (03) 9016 7802
Mob: +61 (0)411 749 968

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Say G'Day to Tradie Beer in Latest Spots via The Incubator

Say G'Day to Tradie Beer in Latest Spots via The Incubator

Tradie, the iconic brand known for undies, rugged workwear, and body spray, is stepping into the next great Australian territory – beer!

“Tradie making a beer seemed like the next logical step,” says Tradie founder Ben Goodfellow. “Since I created the brand in 2010 I’ve always hoped to one day expand the brand into beer. With a huge amount of “hard work“ developing our beers we couldn’t be more proud to bring them to the Aussie market. We’ve always been about keeping things light, fun, and meeting the needs of our Tradie customers and now, they have a beer they can truly call their own.”

Introducing Tradie Beer, the brew that embodies the heart and soul of Australia. Joining us as the faces of this exciting journey are none other than Essendon Ruckman Sam Draper and the legendary Pro Surfers Jackson Baker and Matt Wilkinson. In a classic Tradie-style outback adventure, these Aussie legends are camping, fishing, and enjoying a cold one, celebrating the enduring spirit of Aussie mateship.

Kyran Docker, Creative Director of The Incubator says, “With the Launch of Tradie Beer, we wanted to go back to fundamentals: the red dirt under our feet, the cold beer in your hands, and the mates by your side.”

Tradie Beer currently offers a range of options to satisfy every palate, including a Zero Carb Lager, Lager, and Pale Ale. These brews are making a splash in selected Liquorland, First Choice, Vintage Cellar stores, and online. Aussie beer lovers are embracing them faster than you can say “Ahhhhhhhhhh.”

Keep your eyes peeled as the campaign rolls out over the summer months – or get a sneak peek of the first spot right here:

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Brick Lane Brewing crushes it at global ‘Crushies’

Brick Lane Brewing crushes it at global ‘Crushies’ Beer Marketing Awards for second year running

Melbourne-based Brick Lane Brewing has won six prestigious ‘Crushies’ awards at the Global Craft Beer Marketing Awards (CBMAS) this May, taking home five platinum trophies and one gold across the Asia Pacific region.

Recognising and awarding the best marketing in the global brewing industry, The CBMAS are held annually and judged in the USA by an international panel of 600 global beer, marketing and design experts.

Among the six awards Brick Lane bagged was Best Brand Identity and All Round Marketing Story for their flagship brew, One Love. Created by indie South Melbourne agency, The Incubator, this heartfelt campaign features the unifying idea: The One for All. Conceived by Creative Director Kyran Docker, this inaugural brand campaign was designed to position One Love as the brewery’s most universally loved pale ale, while also reflecting the core philosophies and values of the Brick Lane brand itself. 

“We were asked to create a compelling brand platform that clearly and uniquely communicated the positioning of One Love. Brick Lane was not after a short term campaign; they needed a big idea and associated creative evocations which provide longevity and flexibility.” says Kyran, of the strategy behind the campaign. 

“As Brick Lane’s firstborn beer and signature brew, One Love represents more than just another can in their cool room. The whole Brick Lane brand ethos of unification, inclusivity and acceptance are brewed into this beloved Pale Ale, so our challenge was to distill and capture this essence in a genuine and authentic way.” Kyran continues. 

Examples of the One Love campaign executions can be seen below.

Paul Bowker, Founder & Managing Director of Brick Lane Brewing was thrilled with the company’s success at the Crushies, acknowledging it was a genuinely collaborative effort among the many creatives involved in bringing the brand vision of Brick Lane’s many different SKU’s to life: “Congratulations to the talented Brick Lane Team, all other winners, and our partners, including Can I Play Design, Endeavour Drinks Group, The Incubator & Orora, who are integral in allowing Brick Lane to continue to innovate and push boundaries of packaging materials, design and messaging to the market.”

Brick Lane won trophies across the following highly contested categories:

Best Can Design & Identity (237-444ml)

  • Platinum Crushie – Hi-Fi Dry Zero Carb Japanese Lager

Best Brand Identity and all-around marketing story (logo, merch, packaging, website)

  • Platinum Crushie – Brick Lane One Love 

Bigger than Beer – Best Cause related project or campaign

  • Platinum Crushie – One Love ‘Loud & Proud’ cans in partnership with the Endeavour Drinks Group

Best Can Design/Series

  • Platinum Crushie – for annual release of Trilogy of Fear

Best Merchandise Design (Innovative or Sustainable)

  • Platinum Crushie – Trilogy of Fear ‘Sage it ain’t so.’

Best Can Design

  • Gold Crushie – Sidewinder NO-ALC XPA Fruits (Lime & Passionfruit)

Brick Lane beers can be found nationally through all major retailers and independent bottle shops and online at All beers and merchandise can also be found in their incredible new venue, The Brick Lane Market, based in the heart of Melbourne, joining the Brick Lane Shed in Stringbean Alley at the Victoria Market and Dandy Brewhouse on-site with their state-of-the-art brewery in Dandenong.

For more information, please visit:

Socials: @bricklanebrewing @vist_bricklane @sidewinderlife

All Brick Lane Brewing enquiries can be directed to Tasha Harp Kennealy, Marketing Director.
Mobile: 0418 329 643

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Tradie Storm Boys Scrub Up Alright

Storm boys scrub up alright for Tradie

Melbourne Storm boys scrub up alright in Tradie’s latest spots via The Incubator

NRL’s Xavier Coates, Jahrome Hughes, Ryan Papenhuyzen and Cameron Munster are set to storm our screens again with a new series of TVCs celebrating Tradie’s continuing partnership with Melbourne Storm.

As part of Tradie’s core strategy, it’s important their brand ambassadors are always great sports, ready to have fun and not take themselves too seriously. Our Storm boys tick all these boxes, making them perfect partners for Tradie’s body range. Ready for anything thrown at them, their boundless enthusiasm makes them a great match for the larrikin Tradie brand. Whether they’re on the field or in the tub, these guys are always bringing their A-game, and that’s why we love them.

These latest ads see them being put through another round of true-blue Tradie trials, testing the limits of their camaraderie by squeezing together into a bathtub, and firing off some western-style straight-shooting with the body spray. The boys even took over the special effects, demonstrating the correct way to show off a glorious mullet.

“We were thrilled to have the Storm boys back for our latest ad campaign,” said Ben Goodfellow, Tradie’s founder and CEO. “These guys are true athletes and embody the tough, hardworking Aussie spirit of Tradie as well as the fun-loving nature of our brand.”

“It’s always a blast to work with Storm players” says Kyran Docker, Creative Director at The Incubator. “The guys have a great sense of humour and we had a lot of fun coming up with ideas that would really let them shine.”

Tradie Brand body wash and sprays are formulated with premium ingredients to ensure top performance in Australian conditions. The product range is available online at and through retailers across Australia.

The 15 second spots are airing on TV and social media from Sunday 14th May 2023.

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Tradie Bamboo - So much Nature

Tradie Bamboo - So much Nature

Tradie urges audience to bamboo the world a favour in their latest spot for Tradie Bamboo via The Incubator

Tradie underwear has let Aussie athletes Nick ‘Honey Badger’ Cummins, Danielle Scott and Charlotte Caslick loose in the forest to get super up-close-and-personal with nature in their latest spot for Tradie Bamboo.

From frolicking in slow motion, to playing the pan pipes and hugging huge trees, the trio show off their softer sides while espousing the silky smooth anti-chafe fabric, moisture wicking and hypoallergenic benefits of this luxurious new bamboo range.

“Trekking into the forest with Nick, Danni & Charlotte was an absolute joy.” Says Kyran Docker, Creative Director at The Incubator. “It is always a delight working with the Tradie team, and we’re thrilled with what was achieved. Through this campaign, we had the chance to have a bit of fun with the medium while staying true to the Tradie spirit.”

Filmed in Victoria’s leafy foothills, The Incubator had a great time bringing out the team’s natural talents with the forest backdrop providing the perfect foil for Tradie Bamboo’s eco-friendly roots. “Being fast-growing, organic and biodegradable, our Bamboo range is our most sustainable yet” says Tradie founder Ben Goodfellow.

The 30 second spot is airing on TV and social media from Sunday 5th March 2023.

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Tradie Bamboo No Chafe

Tradie Bamboo No Chafe

Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.

Aussie underwear label Tradie’s brand ambassador Nick Cummins is back on our screens this week, bursting with enthusiasm about Tradie’s latest bamboo no-chafe underwear collection.

Filmed in the brief period when Melbourne wasn’t in a lockdown, Melbourne creative agency, The Incubator had the unique challenge of trying to stay within their usual playground of dusty desert landscapes without leaving the Victorian border. Bringing a bit of the outback to our own backyard, filming took place at Black Rock, Southern Victoria. With some out of the box thinking and visual smarts, you’d never know it wasn’t in the middle of nowhere.

“We love getting the Honey Badger out into nature,” says Kyran Docker, Creative Director at The Incubator. “It really brings out his best when we film him in his natural habitat.”

Nick’s rocky backdrop was the perfect fit for the no-chafe undies, designed for a country where blokes are up against the elements every day. “Its been 10 years since we first launched the Tradie No Chafe undies so this advert is a great way to celebrate one of our most loved products” says Tradie founder Ben Goodfellow.

Or, as Nick tells us: “We all know how rough it can get down under, and … you know, down under. It’s a bugger when you get the big wet in the back part of the top end, the rough track up ’n’ back, down around the hoop, blow a gasket, chuck a u-banger and you’re back to where you started!”

We agree with…whatever the Honey Badger just said.

The 30 second spot will air on TV and social media from the 11th March 2022.

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Flora & Fauna

Everyday eco, surprisingly better!

Flora & Fauna launches first brand campaign via The Incubator

Award-winning ethical and sustainable online retailer Flora & Fauna have produced their first pure brand campaign, focussing on their ‘surprisingly better’ eco alternatives for everyday household and beauty essentials.

Aimed at the eco-curious, the message is simple: Flora & Fauna makes it ‘easy to be eco’, with more than 10,000 eco-friendly products to shop online. The brand further reinforces its credentials in the ad, referring to their B-Corp status and fully carbon-offset operations.

“We are truly focused on making a difference at F&F and that is not easy to get across in 30 seconds; however the teams at The Incubator and Jumbla have really understood our purpose, values and us,” says Flora & Fauna founder, Julie Mathers. “I’m delighted and so excited to get this campaign out and start helping many more make better choices.”

“Surprisingly Better is a strong message, challenging people to discover both how easy it is to shop for eco products, and also how great those products can be,” says Kyran Docker, Creative Director at The Incubator. “We wanted to help people realise they can easily make a difference with their everyday shopping choices.”

“As long-time fans of Flora & Fauna, we’re delighted to have been asked to help create their first brand campaign”, says Alison Rentoul, Incubator’s Head of Strategy. “We really enjoy working with purpose-driven brands and it was a real pleasure to take this campaign from concepts through to completion, in collaboration with the superb team at Jumbla.”

Two-times winner of ‘Top Sustainable Retailer’ at the 2020 and 2021 power retail awards, Flora & Fauna was founded in 2014 and recently acquired by natural beauty business BWX.

The ads will primarily run on social media and BVOD.

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Tradie Body

Tradie: Storm the room

Tradie storms our screens with new TV spots via The Incubator

NRL’s Cameron Munster, Josh Addo-Carr and Christian Welch are set to storm our screens off the field this week, starring an uproarious series of new TVCs celebrating Tradie’s proud Melbourne Storm sponsorship. Whether trying to squeeze three big rigs into a tiny bathtub, or unleashing an epic deodorant battle, the boys whipped up a perfect storm while showcasing Tradie’s signature body wash and deodorant range.

Ben Goodfellow, Tradie founder says: “We’re extremely proud to be sponsors of the Melbourne Storm, one of the most successful clubs in NRL history, and we’re sure they’ll be great ambassadors for our Tradie body range. Plus our products will help make all their victories smell even sweeter this season.”

“The boys were game for everything we threw at them during filming, and we’re excited to show how much fun these ads are.” said Kyran Docker, Creative Director at The Incubator.

The two new 15 second spots will air on National TV from Sunday 23rd May.

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Tradie Bamboo Socks

Tradie: Bamboo Socks

Tradie gets footloose with new bamboo socks spot via The Incubator

Aussie underwear label Tradie continues to expand their range with the launch of a new bamboo sock collection.

The latest in a series of spots featuring Tradie ambassador Nick Cummins in the true-blue Aussie outback, this spot shows a whole new side to the Honey Badger. Dancing like nobody’s watching, in a matching set of Tradie black undies and socks, the Badge gets fully footloose and fancy-free.

Filmed on a classic location in Broken Hill, in this 30 second TVC our Aussie icon is evidently in his element. Putting their ‘Tradie Tough’ claim to the test, the bootless Badger channels his inner cowboy and kicks up his heels to a rootin’ tootin’ tune.

“Our latest spot in the Broken Hill series is an absolute winner,” says Tradie founder Ben Goodfellow. “What better way to show the strength and comfort of our bamboo socks than by dancing around in the tough environment of the Aussie outback?”

Melbourne creative agency The Incubator continues to bring home the Tradie goods with this latest spot. Kyran Docker, Creative Director at The Incubator said “We’re just trying to have fun with this brand, it’s great working with Nick, he really gets into character. Who knew he could line dance?”

The 30 second spot is currently airing on TV and social media.

Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest

Press Release: Tradie Body Wash

Tradie: Body Wash

Tradie scrubs up alright with Inspired Unemployed TVCs for new Body Wash range

Continuing Tradie’s collaboration with the Inspired Unemployed, Tradie introduces their new branded Body Wash range via these two 15 second TVCs, featuring bath time with Matt and Jack.

“We had a lot of fun coming up with these spots,” says Ben Goodfellow, Tradie founder. “Basically nothing is off limits with these guys¬—they just kept injecting their own unique brand of humour into what were already pretty funny scenarios and the results are exactly what we were looking for.”

Matt Ford and Jack Steel of The Inspired Unemployed have been bathed in glory since bursting onto the social media scene in 2019. Flatmates in Sydney, these two besties clearly like to keep it cheeky even while they’re cleaning up their act. This bubbly duo are used to getting themselves in hot water, but it’s all good clean fun at the end of the day.

“Given all the heaviness of the world right now, it’s been great to produce some lighthearted spots that don’t take themselves too seriously and just put a smile on your face,” said Kyran Docker, Creative Director at The Incubator.

The new 15 second spots will air on National TV from the 16th August. Check them out here:


Extra, extra!

Read all about it!Check out our latest INC news and views.

⸻ Latest