Countdown's busting out all the rhymes in a new brand platform, its first campaign by Y&R with support from Ogilvy Media.
The one minute 30 second TVC, called ‘We Can Help With That’, features a rhyming voiceover offering tips to help in any food situation—from getting kids to eat vegetables, to serving the in-laws a roast, and when you’ve blown your budget buying a spa pool instead of food.
In October last year, after 20 years with Ogilvy & Mather, Countdown appointed Y&R NZ as its lead brand agency and Wellcom Group as the partner responsible for day-to-day advertising production.
Countdown continues to work with Ogilvy on the media side of the business.
Debra Brooks, Countdown’s head of brand marketing, says the new brand platform puts the company's “incredibly committed and hard-working team” front and centre.
"We want to celebrate that commitment and communicate our philosophy to our customers...let’s be proud of that, not just internally but externally too.”
As well as the TVC, Brooks says Countdown worked with the Y&R team to create a new brand and retail platform, brand design and launch campaign.
“We’ve harnessed the musical powers of Supergroove, the dulcet tones of Oscar Kightley and Kirk Torrance, and a cast of really great Kiwi talent to bring our brand to life.”
Dave Chambers, Countdown’s managing director, says over the last few years, the company has worked to transform the way it works and team culture, and this new brand platform illustrates that.
“Countdown leads the industry in a number of important ways, including being New Zealand’s first supermarket to phase-out caged eggs and single-use plastic carrier bags. The ‘we can help with that’ brand platform is the perfect vehicle to tell our story and to talk about what’s at the core of our business."
Jono Key, managing director at Y&R, says to be given the responsibility of refreshing one of New Zealand's biggest brands was both daunting and exciting.
“I can honestly say this has been one of the most collaborative, thoughtful and fun campaigns the agency has ever been involved with. We have a platform that is a great expression of Countdown’s culture and brand purpose.”
Josh Moore, outgoing CEO/CCO at Y&R, says working with our great creatives and Brooks' talented team is a great way to round out his time with the agency.
"'We can help with that’ is a platform with long legs and endless room for engaging executions. I really look forward to seeing how it grows and gains traction with Kiwis."
Moore announced his resignation in April. He's been with the agency since 2011.