Dick Smith embraces the madness of Sir Peter Leitch

We already know you just can’t beat the Mad Butcher’s meat. Now he’s teamed up with Dick Smith to show you just can’t beat their “mad” consumer electronics deals.   

The campaign was created by Ideaworks NZ, and launched with a Queen’s Birthday Sale before running through until the end of June. It includes a television commercial featuring Leitch—and the classic ‘we’re slashing prices’ retail focus—and will run across Dick Smith’s digital properties, in stores and in Dick Smith catalogues across New Zealand.

This follows on from last year’s launch of its Australasian campaign, Unleash Your Smith

Dick Smith general manager of marketing Cassie Wheeler, who is based in Australia, says it’s the first time it has launched a marketing campaign using a local ambassador that includes TV advertising, and she’s confident the Mad Butcher and his “unique tongue-in-cheek appeal will be a hit with Kiwis”. 

Focusing on the local angle is slightly ironic given Dick Smith closed its head office in New Zealand last year, with Stuff reporting that most staff at the distribution centre lost their jobs, as well as those in sales and marketing.

At the time, Dick Smith’s PR agency said in a statement: “Following a recent review of the business, Dick Smith Electronics in New Zealand has made structural changes to its support office division. The changes have been designed to ensure Dick Smith has the most sustainable and successful operations model to support the future direction of the business. Dick Smith is fully committed to the continual growth and success of the New Zealand business.”  

  • This is an edited version of a story that originally appeared on The Register. 

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