After a challenging few months, New World is focused on giving Kiwis the Christmas they deserve by taking the pressure out of the festive season and helping them to win in the kitchen in its new campaign via DDB Aotearoa NZ.
New World’s campaign acknowledges the self-doubt and unrealistic expectations Kiwis often have when cooking for others – especially at Christmas. The campaign highlights the many ways in which New World helps to ease some of this pressure, with recipe inspiration, smart hacks and product shortcuts, supported by a premium KitchenAid ovenware promotion that is highly anticipated by consumers.
Last year, New Zealand embraced New World’s SMEG knife promotion with a passion – the campaign struck a chord with Kiwis and helped to foster a stronger brand connection, in turn driving footfall and incremental sales with more than 1.2 million knives given away to Kiwi customers.
The KitchenAid ovenware promotion, launched on Monday, has been gaining momentum, with coverage in national media including AM Show and Stuff.
DDB Aotearoa chief creative officer, Gary Steele says this year’s campaign portrays the expectations that come with preparing a Christmas feast while also highlighting New World’s annual promotion – an effective retail technique that has become an essential part of Christmas: “This year, we’ve put the biggest ‘make it or fake it’ challenge to the test – the Christmas lunch. It’s another honest, authentic and slightly chaotic expression of the classic Kiwi family get together.
“The campaign connects New World’s in store solutions with the daily needs of New Zealand shoppers, showing how New World can help Kiwis make this year’s Christmas celebration special and stress-free, while also rewarding customers with a range of premium KitchenAid ovenware.”
Says Pippa Prain, head of marketing and CX, New World: “The past few months have been challenging enough, so why make Christmas harder? Especially now, when the most important thing is being with our friends and family, we’re focussing on how we can take pressure off and make life a bit easier for ourselves this Christmas.
“That’s why we’re so pleased to offer our customers premium KitchenAid ovenware that is both great to cook with and makes beautiful serveware. We’re looking forward to seeing the response to this year’s KitchenAid promotion after the runaway success of last year’s SMEG knife activity – one of the most successful campaigns in our history.”
New World’s KitchenAid promotion and DDB’s campaign launched on 15 November with a 30” and 15” and is integrated with media extending across online video, OOH, digital and social media.
Foodstuffs Group General Manager – Marketing & CX: Dominic Quin
New World Head of Marketing & CX: Pippa Prain
Marketing Manager – New World Retail and Shopper: Sarah Austin
Project Marketing Specialist: Lauren Hockings
Creative Agency: DDB Aotearoa NZ
Chief Creative Officer: Gary Steele
Creative Director: Courtney Dow
Senior Art Director: Adam Barnes
Senior Copywriter: Veronica Copestake
Lead Business Partner: Natalie Pierpoint
Senior Business Director: Tim Ellis
Business Partner: Michael Doolan
Senior Business Manager: Bidisha Datta
Chief Strategy Officer: Rupert Price
Planner Director: Thinza Mon
Executive Producer: Judy Thompson
Integrated Producer: Amanda Summersby
Production Company: Good Oil
Executive Producer: Andrew McLean
Producer: Matt Long
Director: Michelle Savill
DOP: James Cowley
Offline Editor: Dan Kircher
Colourist: Dave Gibson
Online Editor: Stuart Bedford
Audio Engineer: Craig Matuschka, Liquid Studios
Media Agency: PHD New Zealand
Social Agency: Socialites