New World’s secret Santa returns

Unassuming New World employee Noel has resurfaced this year for New World’s annual Christmas push, and he is again shown rousing suspicion among shoppers about his true identity.      

Last year, Noel raised eyebrows for his long white beard and Santa-like characteristics and this year the suspicion continues. Noel is seen daydreaming about the North Pole with his head in the freezer and turning his nose up at a chance to taste venison sausages.

The supermarket chain teamed up with .99 to create the campaign, and the agency’s chief creative officer Craig Whitehead said the team relished the opportunity to revisit Noel’s story.

“Delving deeper into the character of Noel, a creation so many Kiwis clearly enjoyed last year, has been really rewarding; a little bit magic even,” Whitehead was quoted saying in a release. “It’s always fun to help New World celebrate the festive season. With this campaign, last year’s platform has been revisited in a fresh way that feels really funny and unique.”

Another New World tradition is the inclusion of real staff members in key roles. Group brand director of Foodstuffs Jules Lloyd-Jones said the experiences the stores and staff deliver at this time of year shines through in the campaign.

“I love that the fabulous experiences our stores and staff deliver at this time of year really shine through in this campaign,” she said. “Showing our real staff and Noel too, is the perfect way to demonstrate that New World truly brings the magic of Christmas to life for our customers.”

As well as television commercials, New World’s online ‘Festive Hub’ will offer inspiration for the whole Christmas experience. This includes recipe ideas, ideas for festive crafts and relaxed gatherings.

Viewers have also been encouraged to keep their eyes peeled for Noel, because New World has promised another ad to follow. 

  • See more Kiwi Christmas ads here


Client – Foodstuffs New Zealand

Steve Bayliss – Group General Manager Marketing

Jules Lloyd – Group Brand Director

Stephanie Pyne – National Retail Marketing Manager – New World


Agency – .99

Chief Creative Officer: Craig Whitehead 

Creative Team: Craig Whitehead, Steve Cochran (Colenso BBDO), Chris Long, Jesse Stevens, Simon Wharton, Amy-Rose Lynch

Group Business Director: Pippa O’Regan

Head of Content Production: Therese Bielawa


Production Company – Fish

Director: Gregor Nicholas

Producer: Penelope Sinclair

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