New World uncovers the nation’s Trolley Truths in new data-driven marketing campaign via TRACK

Do New Zealanders like the crunch, or prefer to keep it smooth? Are we a nation of dairy lovers, or has the alternative milk craze taken over? Is T-sauce still our dominant condiment, or has mayo won the popularity contest? These are the all-important questions that New World tasked TRACK part of DDB Group Aotearoa, with in order to spark national conversation.

To uncover the answers, TRACK’s team of experienced data analysts worked alongside Foodstuffs’ analytics team to pour over the anonymised database of Clubcard members’ shopping – and Clubcard’s ‘Trolley Truths’ was born.

The short and sharp two-week campaign used outdoor and digital media to engage the nation and raise awareness of the Clubcard loyalty programme.

Clubcard customers were then sent a personalised email, which gave them a couple of their own insightful ‘Trolley Truths’.

Says Lauren Hockings, loyalty marketing manager for New World: “For a country passionate about our food choices, it has been exciting using our Clubcard purchasing data to answer some of the great national debates. Being able to then play this back to our regular customers via email, along with the savings and earnings they’ve made, is the icing on the cake.

“Who knew that Wellington is not only our capital, but the capital of alternative milks too? That rural areas prefer mayo to tomato sauce? And that the nation enjoys more smooth peanut butter than crunchy?”

Says Tessa Stewart, lead business partner at TRACK: “Taking the creative approach of using the New World Clubcard database to answer the nation’s pressing food debates, has been a fun challenge for the whole TRACK team. And, for me personally – seeing the savings and earnings the Clubcard programme delivers to me, was a great reminder to always scan my Clubcard at the New World till!”

‘Trolley Truths’ is an omni-channel data driven marketing campaign, having run across socials, EDM, OOH and interactive display banners.

To check out the numbers head to newworld.co.nz/clubcard/playback.

Client: New World
Head of Marketing & CX: Giselle Bleakley
Loyalty Marketing Manager: Lauren Hockings
Marketing Manager: Rachel Touhey
Customer Experience & Intelligence Manager: Daniel Peach
Planning & Insights Lead: Robbie Hammond
Marketing Automation Executive: Irina Maliutina

Creative Agency: TRACK Aotearoa

Media Agency: PHD