New World rolls out round two of its campaign to boost New Zealand’s happiness

New World has released the next installment of its ‘Happier New Zealand’ campaign, in which it ponders what the country would look like if it was happier in the hopes of improving its rank as eighth happiest nation in the world.

As in the first spot, the young boy on Piha Beach is back to give his commentary on the country’s rank. It then proceeds to define happiness as compliments for orange shorts, breakfast in bed and appreciation for a child’s painting on a car.

It also shows how New World’s staff are  “working hard to make New Zealand happier by going above and beyond”, including entertaining them with a juggling act and jumping in to save falling eggs from certain destruction. However, it does point out that staff are unlikely to assist customers by carrying them to and from their vehicles as it is “maybe too far”. In the previous spot, a staff member was seen proposing to a customer and that too was deemed as “way too far”.

New Zealand is currently ranked as the eighth happiest nation in the world, coming in behind the likes of Denmark, Switzerland, Iceland, Norway, Finland, Canada and the Netherlands, according to the latest edition of the World Happiness Report.


Client: Foodstuffs
Steve Bayliss, Group General Manager Marketing
Jules Lloyd-Jones, Group Brand Director
Jen Mariu, Sponsorship Manager
Amber Munro, Executive Assistant
​Ravina Raju, Marketing Assistant
Agency: Colenso BBDO
Media Company: FCB Media
Production Company: Robber’s Dog

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