Created by DDB Aotearoa, New World’s latest campaign encourages New Zealanders to get real about mealtimes and embrace all the clever kitchen hacks and shopping tips that save them time, money and hassle.
With so much pressure to do it all these days, DDB and New World have created a social led campaign that reflects the voice of the customer and is based on real customer confessions. It hopes to help New Zealanders win in the kitchen by celebrating that whether they’re making it or faking it, New World is on their side.
The 60” film follows a group of parents enjoying a chat around the kitchen table when one of the guests asks for the recipe. The hostess, about to take another spoonful of chocolate cake, freezes for a moment, before admitting it was store-bought. The room goes quiet until one by one, each guest confesses to their own kitchen confession – from feeding their children fishfingers, and making cookies from a packet, to selecting wine based on how pretty the label is.
By revealing these everyday truths that we all have, the campaign alludes to the undue pressure that many people feel when entertaining, ‘bringing a plate’ or feeding the family. It aims to alleviate some of that pressure, normalising the crafty cheats that help us get a meal on the table. Because although it feels like everyone has it all together, the reality is that we’re all just doing the best we can and there’s no shame in taking shortcuts.
Through the use of real-life customer confessions, the campaign connects New World’s in store solutions with the daily needs of New Zealand shoppers, helping them to win in the kitchen more often.
Says Pippa Prain, head of marketing and CX, New World: “In New Zealand, there’s this unspoken expectation that everything has to be made from scratch and that the level of effort you put in reflects how much you care. But we’re all already juggling work and families and social lives, so we wanted our campaign to let our customers know it’s ok to bring a store-bought sponge to a potluck or to pop a frozen pizza in the oven for the kids’ dinner. At New World, we are here to help our customers win in the kitchen and this campaign helps us articulate that.”
Says Gary Steele, executive creative director, DDB Aotearoa: “This campaign is a shift for the supermarket industry – its’s unique in that it comes from the point of view of the customer. Through a narrative that’s relatable to New Zealanders, it shows how New World can help them win in the kitchen and aims to bring our secret time savers to light.”
New World’s latest campaign launched on 18th July with a 60”, 30” and is integrated with media extending across radio, OOH, digital and social media.
Group General Manager (Marketing & CX) – Dom Quin
Head of Marketing & Customer Experience – Pippa Prain
Marketing Manager Brand & Sponsorship – Pip Casey
Brand Marketing Manager – Hamish Borsboom
Assistant Brand Manager – Amber Munro
Agency: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Brad Collett
Art Director: Rob Flynn
Copywriter: Courtney Dow
Managing Director: Chris Willingham
Lead Business Partner: Natalie Pierpoint
Business Director: Rachael Williams
Chief Strategy Officer: Rupert Price
Agency Executive Producer: Judy Thompson
Senior Agency Producer: Jacqui Walker
Production Company: Good Oil
Executive Producer: Andrew McLean
Producer: Claire Richards
Director: Fiona McGee
DOP: Marty Williams
Post production online: Stu Bedford, The Machine Room
Editor: Lucas Baynes, Arc Edit
Music track: Doin’ My Thing by Desert Belle
Music supervision: Level Two Music
Sound design: Liquid Studios