New World promotes its new Little Garden offering with a campaign via Colenso BBDO
Totally different but familiar might be the best way to describe this year’s Little Promotion from New World with the end of plastic collectibles, and the introduction of cute little seedling kits called Little Garden.
The promotion sees three teaser ads playing over the last few days and launches in full this week with television ads from Colenso BBDO, digital, social and a big in store presence thanks to retail agency .99.
With Little Garden, each little pot comes with one of 24 seed varieties complete with a soil tablet. You just have to add water. Once it’s sprouting, you can actually just plant your whole Little Garden pot straight into a bigger pot or garden.
As in previous years, customers will get one free with every $40 spent.
Says Stephanie Pyne, national retail marketing manager for Foodstuffs: “We love how this idea is useful, educational, sustainable, and even edible. Getting kids and their families outside involved in gardening, growing vegetables and hopefully eating more of them.”
Little Garden’s other major positive is that it is effectively zero-waste, explains Pyne: “All the materials are either compostable or recyclable. The pots are made of wood pulp and peat, the soil tablets are coconut husk, and the collector trays and packaging are recyclable. We’re really looking forward to people of all ages participating in the promotion and growing their own Little Garden.”
Says Steve Cochran, ECD, Colenso BBDO: “Little Garden has an inherent feel-good factor. We didn’t need a clever idea for promoting it,we simply needed to capture that spirit and fun on film. I reckon this version of the Little series is going to be big, maybe the most loved one so far.”
New World recently launched a new brand platform that centres on New Zealand climbing the UN’s world happiness ranking. As a promotion, Little Garden will no doubt make a lot of kids, and probably quite a few adults, very happy.
Agency: Colenso BBDO
Client: Foodstuffs
Steve Bayliss, Group General Manager Marketing
Stephanie Pyne, National Retail Marketing Manager
Jess Richards, National Retail Marketing Promotions Manager
Production Partner: Thick as Thieves
Zoe McIntosh, Director
Media Company: FCB Media
13 Comments
Excellent Foodstuff marketing department ,,, you have done it again
Can’t wait to eat our little garden ….
so cool
Best idea ever!!!!!
Well done Foodstuffs.
It really was a race to the bottom with both Progs & Foodstuffs regularly churning out gimmicky disposable novelties wrapped in multiple layers of plastic.
Lamont, Partington, and Berry should be especially ashamed of the Star Wars campaign.
This is a step in the right direction both strategically and creatively. Look forward to seeing what Progressive respond with next.
The cynic in me does wonder though, do plants have the same pester power?
This is such a COOL promotion!! It’s so good to see something that doesn’t produce endless rubbish and encourages families to spendi time together and creating fun memories.
How are you supposed to grow a carrot in that tiny pot..
Hello there,
Today we spend around $80 but we haven’t been offered unlike the previous customer! I was thinking the promotion is only for the ones with kids!
How is the process?
Why do the counter people discriminate?
🙁
…and call me crazy…but maybe you could have asked the counter people? Instead of asking an advertising blog?
I tried to buy a little petunia but New World at Wigram Skies in Christchurch told me they were never supplied with any of those seedlings, why was that?
Where are you sourcing the seeds from?
Excellent positive promotion fantastic for all ages. My grand daughters love it & so do I. All have sprouted so far!!
More please the kids loved watching them grow..
Little Garden Promotion
I have been to my local New World twice since this started. I spent $110 to first time and $90 the second. Was not given or even asked if I wanted them. Makes you wonder unfortunately this is the only supermarket in my area.