New World has launched its Christmas campaign with the theme of “Enjoy Christmas ‘round at ours” created by the Clemenger Group.
A 45 second story featuring a happy-go-lucky dad, Jack, whose generosity and openness sees him off to New World to get what he needs to cater for all the people he’s invited ‘round. Inspired by the insight that Christmas can be challenging for those who are alone, we see generous Jack welcome an unexpected guest to his festive gathering.
Individual moments from Jack’s Christmas story will be cut up and used to promote all of New World’s Christmas retail activities in the build-up to Christmas Day. For instance, we see Jack collecting a set of glasses at check-out highlighting New World’s two-month long Spiegelau Glassware collection promotion. Images from the film will also feature in an OOH extension of the campaign.
Says Steve Cochran, ECD at Colenso BBDO: “Kiwis are known for opening up their homes for Christmas time get-togethers. And these gatherings often end up with a diverse bunch of people around a couple of tables pushed together, covered in an equally diverse range of dishes. It was fun bringing this familiar story to life in a light-hearted way.”
The campaign is backed by with the iconic Christmas tune of Winter Wonderland specially re-interpreted for the campaign by Anika Moa. A full-length version of the track will play in New World stores on their Christmas playlists and also will made available for download for customers. Anika Moa, herself will be seen fronting online videos covering various aspects of New World’s Christmas with all her lovable cheekiness.
Says Pippa Prain, head of marketing and customer experience, New World: “This year we’ve made an extra effort to connect all the pieces of our Christmas campaign. From the use of Anika Moa and her beautiful rendition of Winter Wonderland to creating inspiring recipes that are available for customers in store and feature as the dishes in our TVCs.
“Our campaign celebrates much of what makes the New Zealand Christmas experience unique. BBQs and summer fruit with roast turkey, glazed hams and trifles. Sunny backyards with Winter Wonderland soundtracks. The mash up of the traditional and Kiwi is quite special.”
The story was directed by Zoe MacIntosh of Sweetshop and stills shot by Vicki Leopold. Jack is played by actor, Te Rama Durie, and this being his first proper acting role.
Says Cochran: “Te Rama was a great find and perfect for the role.”
The campaign features a 45 second TVC, with a 30 cut down, many retail TV and radio spots, OOH, digital and social, and of course lots of themed decoration in New World stores.
Client: New World
Group General Manager Marketing & CX: Dominic Quin
Head of Marketing & CX: Pippa Prain
Marketing Manager: Jen Mariu
Agency: Clemenger Group New Zealand
Media Agency: FCB
Production Company: Sweetshop
Director: Zoe MacIntosh
Sound design & mix: Franklin Road
Online: Perceptual Engineering
Vocalist: Anika Moa