New World helps New Zealanders find their wonderful in new campaign via DDB Aotearoa
Thousands of New Zealanders walk through the doors of New World supermarkets every day. Each with their own stories and reasons for visiting. New World and DDB Group Aotearoa wanted to celebrate their stories by launching a new brand platform, ‘Find Your Wonderful’.
The heart of this campaign lies in the communities, the shoppers, the New World team members, and the true stories that have been uncovered from North to South. These stories remind New Zealanders how small moments can lead to the wonderful.
To launch, the viewer follows three separate stories of Wendy, Dave, and Samara, all born from real events. The trio then converge into one greater narrative.
Says Giselle Bleakley, head of marketing and CX, New World: “Through ‘True Stories’, we wanted to capture the essence of the experience our stores deliver to customers in an emotive and engaging way.”
Courtney Dow, creative director at DDB Group Aotearoa, says that as the country’s feel-good supermarket, New World plays a meaningful role in the everyday: “For me it’s the freshly made sammies at my local New World, but for others it might be the extra care and effort from team members or the quality, range, and value. Whatever your wonderful may be, New World never misses an opportunity to brighten the experience, lighten the load, and help those in-store find a little more wonderful every day.”
‘True Stories’ is appearing across TV, cinema, OOH, digital/web, and social.
Client: New World
Foodstuffs Group General Manager – Marketing Media: Dominic Quin
New World Head of Marketing & CX: Giselle Bleakley
New World Senior Marketing Manager – Brand & Strategy: Deb Fell
New World Brand Manager: Warsha Lata
Agency: DDB Group Aotearoa
Production Company: FINCH
Director: Paola Morabito
Executive Producers: Loren Bradley / Bex Kelly
Producer: Mark Foster
DOP: Marty Williams
Offline Editor: Simon Price
Colourist: Alana Cotton
Online Editor: Stu Bedford
Grading: Images & Sound
Audio: Franklin Rd Music & Sound
Sound Rearrangement / Sound Engineer: Stefaan Van Leuven
Song: (You) Got What I Need, Freddie Scott
Vocalist: Mikayla Sippel
Music Supervisor: Jonathan Mihaljevich
Media Agency: PHD
20 Comments
Take a shot every time you see red. The Ritson effect strikes again.
I’m back!
The thing about being a semi-retired, wealthy adman, is that you get to collect campaigns that use the lazy ‘Find your X’ headline/tagline.
When Nike first did it (back when fax machines were still useable) it was interesting.
Then it’s been copied to death. Not even ChatGPT outputs it any more.
Additionally, the Tesco ‘Food loves stories’ campaign did this strategy far better.
Anyhow, since I’m the only interesting person left in advertising, I’m going to sign off and head to lunch.
Find your originality.
100%
Don’t forget multiple demographics, staff, the products and lots of red!
Fortunately for them the stories are quite cute and they landed the Love Actually paths cross thing. Don’t hate it.
It’s a shame when commissioned photography is shot to look like stock photography.
Do you think that was the brief? or perhaps the budget meant they chose inexperience which translates to this kind of imagery. Either way it’s the same result: average
I see red, I see red, I see red!
Have to agree with Ghost (for once), ‘Find Your Whatever’ really is a lazy/cringey ad trope. Everyone has a different ‘wonderful’. Yuck.
This is awful.. such a shame that the agency had to make this..
Funny, I don’t really associate red with New World. More Westpac to me. This campaign is definitely brown though.
End line aside I see where they’re going with it. A big faceless Aussie super is coming in hot, so let’s make ads about how we know our customers. For a supermarket it gets a pass mark.
Find my Wonderfull?! Sod off. I’m just trying to find a way to feed my family!
This is very average, but I would say very expensive looking at the prod co. Where have all the NZ directors gone? seems to be nothing but Australians. I feel it makes most of the content directed by Australian directors to be very plastic and lacking understanding of NZ.
When are they going to get it right? It isn’t that hard..
I’m always so puzzled with anything xyz Wonderful. Energy Made Wonderful. Find Your Wonderful. It’s such a vague line that doesn’t really say anything.
Today in Wellington I found ‘Find your Happy’ for Jucy campers and ‘Find your Wild’ for Cuba Dupa. Is the same agency behind ‘Find your Wonderful’ I wonder?
I’m old enough to remember when advertising was genuinely creative, entertaining and original. These days, it’s none of these.
Mikayla does a beautiful version of a great old song
The money spent to carpet bomb this on all platforms and channels could have been better spent on giving some discounts to customers or reducing the pressure on suppliers to sell at unstainable margins. The goodwill would have bought much more brand recognition and loyalty than this campaign. All this has done is show us how out of touch everyone in the chain of command is and how a bunch of highly paid marketers and creatives living in their bubbles, out of touch with the common person, created a monstrosity that managed to make a great song nauseating. I get PTSD every time I hear this song now.
Hi, does the father of Samara call her Tamara?
Is the old guy in the rest home senario ad where Wendy brings him a dish she makes…..the actor who was Stewart’s father who went missing from Shortland St? he went missing in the beginning of Shorty days…..