New World wants customers to ‘stop staring, start collecting’ in new SMEG Kitchenware campaign via DDB Aotearoa

June 9 2025, 1:58 pm | BY Ricki Green | No Comments

DDB Aotearoa and New World have unveiled their brand new campaign to celebrate the annual collectables rewards programme: ‘stop staring, start collecting’. This year New World will be offering six pieces from the globally adored kitchen brand SMEG.

 

In keeping with previous years, New World customers will be able to fill their boots (or their books) with stickers when they spend $20 in store or online, with each sticker edging them towards a SMEG product.

SMEG products are seen as highly covetable around the world – so DDB Aoteaora wanted to bring to life consumers fascination with the show-stopping products. To do this, it honed in on the message ‘stop staring, start collecting’.

A TVC and a series of stills will roll out across social, outdoor, and broadcast, highlighting exactly what customers may be missing while the SMEG range captivates their attention – such as agreeing to run a full marathon.

Says Sarah Austin, New World’s Retail Marketing Manager: “We wanted to show our customers that this gorgeous SMEG range could be theirs – the only thing they need to do is their weekly grocery shopping. Customers can now level up their kitchen and enjoy their cooking even more than they already do – so much so that their cookware might send them into a trance.”

DDB Aotearoa Creative Director Courtney Dow said the creative team ramped up the “desirable” factor in their cross-platform campaign: “SMEG looks as good as it cooks, and once you’ve seen it, you won’t be able to concentrate on anything else.

“We’ve amplified the preoccupation with this beautiful kitchenware in a fun, humourous way, by showing what you can miss when you’re daydreaming about SMEG.”

The SMEG Kitchenware range will be available to collect for 12 weeks, from June 9 until August 31. Customers will have the change to collect a utensil rest, utensil holder, pair of cocottes, large baker, a medium baker and a cast iron braiser (Clubcard Exclusive) in a cream colourway.

Promotion runs from 09 June – 31 August 2025 or while stocks last. Stock is limited, redeem early.

Visit newworld.co.nz for full terms and conditions.



Foodstuffs Group General Manager – Marketing & CX: Dominic Quin
New World Head of Marketing & CX: Giselle Bleakley
New World Retail Marketing Manager: Sarah Austin
Project Marketing Specialist: Katie Mooyman

Creative Agency: DDB Group Aotearoa
Media Agency: PHD New Zealand

Production Company: Toybox
Producer: Nanette Miles
Director: Matt Kamen
DOP: Duncan Cole
Post Production Company: TOYBOX
Offline Editor: Julian Currin
Colourist: Dave Gibson
Online Editor: Leoni Willis
Audio Engineer: Miller Christensen-Yule (DDB Group Aotearoa)

Song: (You) Got What I Need, Freddie Scott
Audio: Franklin Rd Music & Sound
Sound Rearrangement / Sound Engineer: Stefan Van Leuven
Vocalist: Mikayla Sippel
Music Supervisor: Johnathan Mihaljevich

 

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