New World and DDB encourage Kiwis to make it or fake it this Christmas

After a challenging few months, New World is focused on giving Kiwis the Christmas they deserve by taking the pressure out of the festive season and helping them to win in the kitchen. 

New World’s latest campaign by DDB Aotearoa NZ acknowledges the self-doubt and unrealistic expectations we often have when cooking for others – especially at Christmas. The campaign highlights the many ways in which New World helps to ease some of this pressure, with recipe inspiration, smart hacks and product shortcuts, supported by a premium KitchenAid ovenware promotion that is highly anticipated by consumers. 

Last year, New Zealand embraced New World’s SMEG knife promotion with a passion – the campaign struck a chord with Kiwis and helped to foster a stronger brand connection, in turn driving footfall and incremental sales with more than 1.2 million knives given away to Kiwi customers.

The KitchenAid ovenware promotion, launched on Monday, has been gaining momentum, with coverage in national media including AM Show and Stuff. 

DDB Aotearoa Chief Creative Officer, Gary Steele says this year’s campaign portrays the expectations that come with preparing a Christmas feast while also highlighting New World’s annual promotion – an effective retail technique that has become an essential part of Christmas. 

“This year, we’ve put the biggest ‘make it or fake it’ challenge to the test – the Christmas lunch. It’s another honest, authentic and slightly chaotic expression of the classic Kiwi family get together.

“The campaign connects New World’s in store solutions with the daily needs of New Zealand shoppers, showing how New World can help Kiwis make this year’s Christmas celebration special and stress-free, while also rewarding customers with a range of premium KitchenAid ovenware.” 

New World Head of Marketing and CX, Pippa Prain adds: “The past few months have been challenging enough, so why make Christmas harder? Especially now, when the most important thing is being with our friends and family, we’re focussing on how we can take pressure off and make life a bit easier for ourselves this Christmas.  

“That’s why we’re so pleased to offer our customers premium KitchenAid ovenware that is both great to cook with and makes beautiful serveware. We’re looking forward to seeing the response to this year’s KitchenAid promotion after the runaway success of last year’s SMEG knife activity – one of the most successful campaigns in our history.” 

New World’s KitchenAid promotion and DDB’s campaign launched on 15 November with a 30” and 15” and is integrated with media extending across online video, OOH, digital and social media.

Client credits:

Foodstuffs Group General Manager – Marketing & CX: Dominic Quin

New World Head of Marketing & CX: Pippa Prain

Marketing Manager – New World Retail and Shopper: Sarah Austin

Project Marketing Specialist: Lauren Hockings

Agency credits:

Chief Creative Officer: Gary Steele

Creative Director: Courtney Dow

Senior Art Director: Adam Barnes

Senior Copywriter: Veronica Copestake

Lead Business Partner: Natalie Pierpoint

Senior Business Director: Tim Ellis

Business Partner: Michael Doolan

Senior Business Manager: Bidisha Datta

Chief Strategy Officer: Rupert Price

Planner Director: Thinza Mon

Executive Producer: Judy Thompson

Integrated Producer: Amanda Summersby

Production Company: Good Oil Films 

Executive Producer: Andrew McLean       

Producer: Matt Long

Director: Michelle Savill

DOP: James Cowley

Offline Editor: Dan Kircher

Colourist: Dave Gibson

Online Editor: Stuart Bedford

Audio Engineer: Craig Matuschka, Liquid Studios

Media Agency: PHD New Zealand

Social Agency: Socialites

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