New World has been in fine marketing fettle in recent months, with two delightfully insane adverts involving bread-based real estate and vegetable-based romance and one mad ad for its netball sponsorship. And while its Christmas campaign wasn't quite so surreal, the ads featuring Santa Claus hiding in plain sight as a supermarket employee named Noel also caught viewers' attention and managed to take out Colmar Brunton’s Ad Impact award for November.
Colmar Brunton's account director Harriet Dixon says these ads, which were conceived by .99 and shot by Finch, clearly brought a smile to the face of viewers, with high levels of enjoyment coming to the fore as a key strength.
"The comforting and hypnotic jingle played in the background helped solidify the most popular connotations associated with this ad, with viewers agreeing the ad came off as pleasant, gentle and soothing in style," she says. "Moreover, most viewers agreed that this creative aided their love of New World and the unique stories also helped to provide different information to other ads for supermarkets, helping them to stand out and be remembered. The ads have high talkability, with viewers wanting to tell others about these fun ads."
Jules Lloyd-Jones, group brand director at Foodstuffs New Zealand, said the company set out to do Christmas differently by "creating an engaging and memorable creative concept to celebrate the true magic of Christmas and deliver a solid platform to integrate all aspects of our Christmas activity across brand, retail and in-store POS".
In addition, she says it partnered with five of its suppliers—Energizer, Coca Cola, Goodman Fielder, Watties and Tegel—to leverage its retail Christmas activity and to add to the overall performance for their brands over the busy retail period.
"It’s fantastic to receive this month’s Ad Impact Award, as it reflects the same pleasing trading results we’ve seen over December and January as well as some fantastic feedback we’ve had from our customers about this campaign."
Once again, the campaign featured real New World staff members and Craig Whitehead, chief creative officer at .99, said the performances that Finch's Nick Ball was able to get from them at four in the morning were "nothing short of brilliant".
Dixon also gave praise to The Warehouse’s pre-Christmas creative, which showcased a horde of young children excitedly shopping for their families, and NZ Post’s Water Safety campaign, which resonated well with viewers and scored positively across most measures.
Steve Bayliss – Group General Manager Marketing
Jules Lloyd – Group Brand Director
Steph Pyne - National Retail Marketing Manager – New World
Craig Whitehead – Chief Creative Officer
Ed Bell – Snr Copy Writer
Greg Wylie - Snr Art Director
Simon Wharton - Copywriter
Simone Lash - Design
PippaO’Regan – Group Account Director
Allie Buczkowski - Account Manager
Rebecca Richardson – Producer
Lauren Watling – Producer
Nick Ball – Director
Andy Mauger – Producer
.99 Motion Graphics
Harriet Dixon – Account Director, Colmar Brunton