The Warehouse changes retail strategy with low prices every day in latest campaign via DDB

Kiwi retailer, The Warehouse has enlisted its creative and brand growth agency, DDB, to promote its change in retail strategy announcing it will no longer have short term discounts, instead offering low prices every day – one of the most significant changes in the company’s recent history.

“That might sound strange coming from one of New Zealand’s biggest retailers, but it’s time to change. The Warehouse’s Everyday Low Price message liberates customers from the confusion of traditional retail,” explains Michelle Anderson, Executive General Manager – Marketing, The Warehouse Group.  “The Warehouse has always been the place to get a bargain, but our customers have told us that they no longer want to work so hard for it.  We’ve fundamentally changed our retail approach to remove the frustration that comes with having to wait for a sale or finding out you’ve missed out on the best price.”

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The new campaign features a hero brand ad, OOH, press and digital.  It recognises that life doesn’t wait for sales or special offers and neither should Kiwis. If you need something, you can now get it when you need it, at the lowest price.

“We wanted to grab people’s attention with this campaign and surprise them with The Warehouse’s new retail message. A message that they weren’t expecting,” says Damon Stapleton, Chief Creative Officer, DDB. “We’ve made people and their needs the focus rather than the products themselves, reflecting The Warehouse’s commitment to its customers.”

Agency: DDB New Zealand 

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Shane Bradnick

Creative Director: Brad Collett

Copywriters: Nick Dellabarca and Graeme Clarke

Art Director: Liz Richards and Paul Kim

Lead Business Partner: Nikki McKelvie

Senior Business Director: Kate Gilmour

Business Director: Jaheb Barnett

Business Manager: David Owen

Business Coordinator: Jarrod Stevenson

Planning Director: Rupert Price

Planner: Gigi Lee

Brand Production Company: Goodoil

Director: Fiona McGee

Producers: Claire Richards, Llew Griffiths

DOP: Ginny Loane

Post Production Company: Blockhead

Editor: Tim Parrington

Music Soundtrack: Hall & Oates, You make my dreams come true

Music Licensing and Sound Mix: Liquid Studios

Media: Starcom

Client: The Warehouse

Executive General Manager Marketing: Michelle Anderson

GM Marketing – Communications: Becki Butler

Marketing Manager – Communications: Sarah Slawson

TV Producer: Rob Linkhorn