Online grocery store Supie is taking on the supermarket industry heavy weights, and turning heads, with its first campaign via Topham Guerin (TG).
New Zealanders have long been frustrated with the duopoly’s rising grocery prices, holding everyday essentials at ransom from struggling Kiwis. But in October 2021, Supie entered the market with a mission to disrupt the stagnant supermarket industry. Supie’s continued bold commitment is at the forefront of the new campaign.
Enlisting the advertising expertise of known industry disruptors Topham Guerin, it was decided the strongest way to turn heads would be to shout about Supie’s benefits in a fun, foodcentric way.
“We know that Supie is making a real difference in the lives of everyday Kiwis, by offering value. That’s why we were confident in being bold about Supie’s benefits with this creative,” says Tsieske van den Broek, Creative Director of TG APAC.
TG’s first campaign with Supie takes a playful approach with its copy, using headlines like ‘Fighting for blocks of cheese that don’t cost their weight in gold’, calling out the duopoly for skyrocketing grocery prices. These text-based graphics are appearing on buses, billboards and socials, launching Supie into the minds of Aucklanders as they themselves launched into the new year. A radio ad is also running, doubling down on the messaging.
“We’re so excited to be launching our latest campaign with a message and tone of voice that conveys our mission. We’re not afraid to do things differently, and our latest price reductions on 5000+ items highlights that – we’re making groceries affordable again!” says Sarah Balle, Founder of Supie.
Catch the campaign in Auckland until the end of March and experience the supermarket revolution first hand at Supie.co.nz.
CREDITS:
Client: SUPIE
CEO & Founder: Sarah Balle
Digital Marketing Manager: Emily Cook
Creative Agency: Topham Guerin
Managing Director: Sam Newton
Client Lead: Christine Mata
Account Manager: Danya Malate
Media Director: Conor Ritchie
Strategist: Neve Airy
Creative Director: Tsieske van den Broek
Senior Graphic Designer: Roy Dormer
