Caboolture mother-of-two Sarah Gutzke has gone from posting everyday mum content on TikTok to appearing on national billboards, after Kmart spotted her social media presence and invited her to front its March Apparel campaign.
Sarah, who works as Head of People and Culture at Ray White Caboolture and grew up in Moorina before settling in Caboolture, was one of just eight real Kmart customers selected from across Australia to model the brand’s new womenswear range. Her face appeared on billboards and digital marketing displays nationwide from 16 March as part of a campaign that deliberately turned away from professional models in favour of the community that wears the brand every day.
The TikTok Posts That Started It All
Sarah did not set out to build a platform or land a modelling gig. When she was on maternity leave with her second baby, she started posting on TikTok as a creative outlet, sharing everyday life as a new mum alongside her love of colourful fashion. Kmart hauls, shopping trips and outfit content filled her feed, all of it genuine and unsponsored.
@sarahgutzke A little goodie bag for some of the crew I work with to say thank ya for everything ☀️🫶🏻 and yes I have temporarily blocked some people so they don’t see this hehe 🤭💛 but actually let’s be serious for a minute, admin and receptionist are often the forgotten heroes of a business. They keep the wheels turning and always show up and drive the ship. So grateful for them ❤️ #thankyougift #appreciationgift #kmart #kmartgifts #kmartfinds
♬ original sound – sarahgutzke
“I created some Kmart related videos like hauls, shopping trips etc and they found me through that,” she said. The TikTok posts caught the attention of Kmart’s marketing team, who reached out with an invitation to be part of something considerably larger than anything Sarah had previously done.
“I have never done anything like that before but thought it would be a fun opportunity to be a part of and enjoy doing things outside of my comfort zone,” she said.
What the Campaign Involved
Kmart’s March Apparel campaign launched nationally from 16 March 2026, with eight real customers featured across billboards and digital displays around the country. The campaign grew out of the #GetReadyWithKmart movement, which had been building momentum on social media from 12 March, and was built around the idea of putting genuine customers, not professional models, at the centre of its fashion marketing.
Rennie Freer, GM of Marketing for Kmart, said the decision to feature real shoppers came directly from what the brand was already seeing online. “When we saw the incredible creativity customers were sharing across social media, we knew we had to turn the camera back on them,” she said. “We’re proudly shining the spotlight directly on our customers, celebrating our community and the unique ways they make every trend their own.”
For Sarah, the photoshoot itself brought its share of nerves. “They are great. It was a really fun experience and my little claim to fame that I get to be a part of a Kmart campaign,” she said. “All of my friends and family have been so excited for me, which is so nice!”
Back to Real Estate and Everyday Life
Despite the national exposure the campaign has brought, Sarah has no plans to pivot into modelling. Her focus remains firmly on her career in real estate and her life as a mum, with content creation continuing as a creative side project.
“I love real estate and will stick with that career, along with being a mum and a content creator on the side!” she said.
The campaign has, however, opened doors beyond the Kmart collaboration. Sarah said the experience had created opportunities to work with other brands she genuinely uses, a natural extension of the authentic content approach that caught Kmart’s attention in the first place.
Sarah can be followed on TikTok at @sarahgutzke.
Published 7-April-2026
Featured Image Credit: Ray White Caboolture
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