New World have unveiled this year’s Christmas ad, showing the generous Kiwi tradition of inviting every available Tom, Dick and Harry to Christmas lunch, resulting in many mouths to feed.
‘Come ’round to ours’ is the perfect way to summerise Kiwi Christmas invites. Casual yet direct, we all love the holiday season where ‘the more the merrier’ rings very true.
Created by Clemenger Group, the 45-second spot has us loving the happy-go-lucky dad who is excitably inviting everyone over to his house at Christmas. He casual strolls through New World with a mouth full of free samples and an even fuller trolly.
Steve Cochran, ECD at Colenso BBDO, says “Kiwis are known for opening up their homes for Christmas time get-togethers. And these gatherings often end up with a diverse bunch of people around a couple of tables pushed together, covered in an equally diverse range of dishes. It was fun bringing this familiar story to life in a light-hearted way.”
Pippa Prain, head of marketing and customer experience at New World says the whole campaign connects in some way back to New World.
“From the use of Anika Moa and her beautiful rendition of Winter Wonderland to creating recipes with Mindfood Magazine that are available for customers in-store and feature as the dishes in our TVCs.”
Being from the UK, Pippa adds, “I’m about to experience only my second Kiwi Christmas. Our campaign celebrates much of what makes the New Zealand Christmas experience unique. BBQs and summer fruit with glazed hams and trifles. Sunny backyards with Winter Wonderland soundtracks. The mash-up of the traditional and Kiwi is quite special.”
Parts of the campaign will be included in New Worlds cross channel promotions, including in-store activations and OOH.
Client: New World
Group General Manager Marketing & CX: Dominic Quin
Head of Marketing & CX: Pippa Prain
Marketing Manager: Jen Mariu
Agency: Clemenger Group New Zealand
Media Agency: FCB
Production Company: Sweetshop
Director: Zoe MacIntosh
Sound design & mix: Franklin Road
Online: Perceptual Engineering
Vocalist: Anika Moa