Woolworths and dentsu bring drive-thru convenience home for burger launch

Woolworths New Zealand has partnered with Dentsu Creative to deliver a limited-time Home Burgers drive-thru activation for its new beef burger patty range.

Complete with all the elements of a true takeaway drive-thru experience, customers could order and collect a Home Burger kit with a simple recipe card to recreate restaurant-quality burgers at home.

The kits showcased Woolworths’ new 100% NZ grass-fed beef burger patties. With options like the smash burger and Angus quarter pounder, consumers could mix and match patties with fresh Woolworths Own Brand ingredients.

Quality convenient meal solutions

Running across three nights from January 26-28, the trial saw more than 4,500 burgers handed out in the kits, with stock fully exhausted each evening.

With word spreading due to strategically placed OOH ad trailers, social and WOM hype, sustained vehicle queues throughout the activation reflected strong demand and engagement, highlighting customer appetite for fast, convenient meal solutions that still deliver on quality and value.

Conrad Webber, Woolworths NZ marketing manager – Fresh & Own Brand, says the drive-thru activation provided a practical and engaging way to bring the Home Burgers proposition to life.

“The drive-thru format allowed us to take a familiar dining-out behaviour and apply it in a retail setting.

“The response over the three nights showed there’s real demand for food that feels like a treat but still fits into busy summer routines – and that Own Brand can deliver on flavour, quality and convenience.”

Strategies that cut through

Dentsu Creative’s head of talent and activations Alex Barlow says: “Our role was to take a simple product proof point and bring it to life in a way that cut through. 

“By pairing a familiar drive-thru mechanic with a premium, considered build, we were able to communicate convenience, quality and value at scale, without overcomplicating the idea.”

Alongside the activation, Dentsu Creative supported with broader social and influencer content to extend the reach of the launch outside of Auckland with sales exceeding expectations to date.