New World campaign encourages New Zealanders to enjoy a laid-back Easter via DDB Aotearoa

With the mad Christmas rush now a distant memory and a few challenging months behind us, New World is focused on making Easter easy so New Zealanders can enjoy a laid-back weekend, when pretty much anything goes.   

The latest campaign by DDB Aotearoa is based on the insight of Easter being a much more casual and relaxed holiday than Christmas; a time when plans can change at any minute and setting an extra place at the table is no problem at all.

Creative Director of DDB Aotearoa Courtney Dow says the campaign celebrates the joy of a laid-back Easter weekend filled with Easter egg hunts, relaxing picnics at the beach and last-minute barbeques with friends.  

“Easter is a time for New Zealanders to gather with friends and family to have a chilled weekend together. The casual vibe of the holiday does tend to mean plans can pop up unexpectedly, so it pays to be prepared – and that’s where New World comes in.   

“The campaign encourages us to expect the unexpected this Easter and showcases how New World can help make sure we have all we need to enjoy the weekend – no matter what plans we have or how we want to celebrate.”

The campaign, which follows a father preparing for relaxed Easter weekend with his family, shows how New World’s in-store solutions ensure New Zealanders have all they need for any last-minute Easter celebrations. 

The campaign also highlights New World’s latest promotion – a collaboration with another New Zealand favourite, Pic’s Peanut Butter, to produce the new ‘Gooey Peanut Butter Choc Cross Buns’. 

New World Head of Marketing and CX, Pippa Prain says: “It’s been a challenging time for Kiwis recently and with Easter being a special holiday for many families in Aotearoa, now is an ideal time to get together. We want to help everyone celebrate the holiday, catch up with friends and family and keep Easter as easy as possible.

“We’re also proud to make Easter even better through our collaboration with Pic’s – who could’ve thought hot cross buns could get any more delicious?”

The campaign is integrated across TV, outdoor, digital/ web, social media, radio, PR, POS.


Client credits

New World Head of Marketing & CX: Pippa Prain
Marketing Manager – New World Retail and Shopper: Sarah Austin
Marketing Executive: Nadia Narot

Agency Credits

Chief Creative Officer: Gary Steele
Creative Director: Courtney Dow
Copywriter: Cain Duff
Art Director: Connyr Snell
Lead Business Partner: Natalie Pierpoint
Senior Business Director: Rachael Williams
Senior Business Manager: Bidisha Datta
Business Coordinator: Ollie Brown
Planner Director: Thinza Mon
Executive Producer: Judy Thompson
Integrated Producer: Amanda Summersby
Production Company: TripleDouble 
Producer: Peter Clews
Director: Andy Morton
DOP: Andrew Stroud
Art Director: Joseph Leary
Post: Images & Sound
Offline Editor: Dan Kircher
Colourist: Paul Lear
Online Editor: Brenton Cumberpatch
Sound: LiquidStudios
Audio Engineer: Andy Morton
Media Agency: PHD New Zealand
Social Agency: Socialites

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