Mean Mother: Shopify Rebuild and Campaigns for an Iconic Brisbane 4X4 Brand

Mean Mother has built 4X4 recovery gear in Brisbane since Haigh Australia opened its doors in 1970. We rebuilt meanmother.com.au on Shopify, then ran SEO, Google Ads and Meta Ads to sell the range to four wheel drivers across the country.

Mean Mother (Haigh Australia) · Automotive and 4X4 accessories · Darra, Brisbane

The challenge

Mean Mother 4X4 is the leisure brand of Haigh Australia, a Brisbane manufacturer that started life as Morey Haigh and Associates in 1970 and became Haigh Australia in 1993. The business moved manufacturing and wholesaling to Darra in 2001 and launched its Exitrax recovery board range in 2019. Five decades of Australian engineering had earned the brand serious respect among off roaders, but the online store did not match that standing or make a large, technical range easy to shop.

Our approach

• Rebuilt the store on Shopify so a big, technical catalogue is fast and simple to browse
• Structured the range the way drivers think, across winches, recovery, air and tyre, electrical and caravan
• Carried the credibility across the store, from decades of Australian manufacturing and hundreds of reviews to free shipping over $100 and Afterpay
• Ran SEO so the brand ranks for the winch, recovery board and 4X4 gear searches enthusiasts make before a trip
• Built Google Ads to catch buyers searching for specific gear, and Meta Ads to reach people who follow four wheel driving, touring, caravanning and camping, the exact crowd that buys recovery kit

The outcome

Mean Mother now has a Shopify store that reflects more than fifty years of Australian manufacturing, presents its full range the way drivers shop, and is backed by search and social campaigns built to put the right gear in front of the right four wheel drivers.