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What’s your mark of progress? ASB showcases its customers’ stories

ASB has launched another round of its business banking campaign with True, and this time it’s put the spotlight on its customers, with Pic’s Peanut Butter, Burger Burger, Farmlands and others sharing their business progress.

That progress is shared in a series of videos, and one of those sees Pic’s Peanut Butter owner Pic Picot go back in time, telling the audience how he started mixing peanut butter in a concrete mixer 11 years ago. Today, the company employs 45 staff and produces 20,000 jars of peanut butter a day.

Another business owner making an appearance in a video is Jason Witehira from New World Victoria Park. The 30-second spot shares the story of how he went from a 16-year-old stacking shelves to the owner-operator of the supermarket.

The campaign also features Burger Burger founder Mimi Gilmour-Buckley, The Caker’s Jordan Rondel, QEX Logistics’ Doreen Xue, Farmlands’ Peter Reidie and Craggy Range’s Mary-Jeanne Peabody.

Despite the businesses and individuals featured all having a unique story, each of the videos champions their progress and ASB head of business marketing Sumi King calls the stories inspiring.

“We’re really proud to have been part of their journey and we want to acknowledge and recognise their progress and success,” King says.

“For a lot of our customers and those at the centre of our latest campaign, the way they measure progress is by helping other people advance, and giving back to their communities which is something we think is worth celebrating.”

This latest work follows the relaunch of the ‘One Step Ahead’ platform in February this year, that saw a campaign examine all the different ways progress can be measured.

Alongside it was a series of ‘People of Progress’ videos, featuring New Zealanders discussing what progress means to them.

That campaign was the first major piece of work True had put together after the bank and agency joined forces in September last year. 

Now a year on, True head of planning Janisa Parang says it wants to champion the New Zealand companies who do business differently and see progress measures in more than dollars and cents.

“We were inspired by the stories from Pic Picot from Nelson, who puts the community at the heart of his business, and Burger boss Mimi Gilmour-Buckley who plans to dominate the burger world through a savvy marketing mindset.”

While True is the bank’s lead brand agency, With Collective is responsible for digital, direct and data-based work.

With Collective has also been rolling out new work for the bank, with a new round of ‘True Rewarden‘ ads featuring the ‘True Rewarden Academy’.

‘True Rewarden’ was first seen in October last year.

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