To ensure the new long-term brand platform for New World was a success, everybody in the company needed to chip in. The final product is a result of a collaboration between Foodstuffs, 99, ColensoBBDO, Fish and Just One.
Recently appointed New World head of marketing and customer experience, Dominic Quin, decided it was time for New Zealand to really assert itself as a homegrown brand in a changing market.
"Too much of the value conversation is placed on just price," Quin says. "Value is actually about all the extras you get for your money. Though some are visible in store, others are less so, so we needed a platform that allowed us to talk about those meaningful points of difference. We have done that in the first phase of 'Enjoy Better'."
The series of TVCs are each based around a different area of the supermarket: 'Fish', 'Deli', 'Butcher' and 'Wine'. The ads follow the people right throughout the supply chain, giving a human face to how New World's food gets from production to presentation to plate. Each area of expertise has its own story, from New World having the country's largest butchery training programme, its own fishing quota, an extensive range of freshly-made deli options, and the New World Wine Awards.
It was important to Quin that all the aspects that make the New World brand unique were explored in the new positioning.
"We are unique because we have our own fishing quota which means we have the ability to fish to customer needs – only taking the volumes of fish we need with a strong sense of preserving the resource for the future," Quin says.
"Being 100 percent New Zealand owned and operated means we care about our patch – we give back and invest in our people and communities."
Colenso executive creative director Steve Cochran says the new brand platform was a true collaboration to ensure the stories were both entertaining and informative.
"Real suppliers and staff bring something really special to the process and help make sure there is a sense of authenticity and reality. The great stories are all there, we just needed to bring them out in short format films."
'Enjoy Better' is the start of New World's next chapter, and will be developed in the long-term.