Created by DDB Aotearoa, New World’s latest campaign encourages Kiwis to get real about meal times and embrace all of the shopping tips that save them time, money and hassle.
The social led campaign is based on real-life customer confessions and connects New World’s in-store solutions with the daily needs of New Zealand shoppers, helping them to win in the kitchen more often.
The 60” film follows a group of parents chatting around the kitchen table when one of the guests asks for the recipe. The hostess freezes for a moment, before admitting it was store-bought.
New World Head of Marketing and CX, Pippa Prain says: “In New Zealand, there’s this unspoken expectation that everything has to be made from scratch and that the level of effort you put in reflects how much you care.
“But we’re all already juggling work and families and social lives, so we wanted our campaign to let our customers know it’s ok to bring a store-bought sponge to a potluck or to pop a frozen pizza in the oven for the kids’ dinner.”
DDB Aotearoa Executive Creative Director, Gary Steele says: “This campaign is a shift for the supermarket industry – it’s unique in that it comes from the point of view of the customer.
“Through a narrative that’s relatable to New Zealanders, it shows how New World can help them win in the kitchen and aims to bring our secret time savers to light.”
The campaign is integrated with media extending across radio, OOH, digital and social media.
Group General Manager (Marketing & CX) – Dom Quin
Head of Marketing & Customer Experience – Pippa Prain
Marketing Manager Brand & Sponsorship – Pip Casey
Brand Marketing Manager – Hamish Borsboom
Assistant Brand Manager – Amber Munro
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Brad Collett
Art Director: Rob Flynn
Copywriter: Courtney Dow
Managing Director: Chris Willingham
Lead Business Partner: Natalie Pierpoint
Business Director: Rachael Williams
Chief Strategy Officer: Rupert Price
Agency Executive Producer: Judy Thompson
Senior Agency Producer: Jacqui Walker
Executive Producer: Andrew McLean
Producer: Claire Richards
Director: Fiona McGee
DOP: Marty Williams
Production Company: Good Oil Films
Post production online: Stu Bedford, The Machine Room
Editor: Lucas Baynes, Arc Edit
Music track: Doin’ My Thing by Desert Belle
Music supervision: Level Two Music
Sound design: Liquid Studios