I knew it was April Fools Day, but a post from Night ‘n Day still caught me out on Tuesday morning.
The convenience store chain was a frequent haunt during my Dunedin student days – we loved the monthly Tuesday deals, especially the $2 wedges. I follow their Facebook page to hold on to that era, but also because whoever runs their socials is doing a great job.
On April 1, they posted an “Important Menu Update”.
“We love our customers, and we know our customers love cold items such as thickshakes and ice cream,” it began.
Oooh, new shake flavour?
“However, we wanted to share that we will no longer be selling our milkbar items during autumn and winter,” it went on.
“This is due to the overwhelming feedback of ‘no one wants a cold item when it’s cold outside.’ In addition to this, we are currently exploring whether or not we should turn off the drink fridges so you can enjoy room temperature soft drinks and water during the colder seasons.”
Eh?
Pranks, pranks everywhere
The comments reminded me it was April Fools Day – the only time of the year where it’s okay for brands to make fake announcements or launch fictional products for the entertainment of their audience.
And with the swing back towards humour in advertising, announcements like this can be an effective way to spark motions and drive brand engagement.
In February, KFC and Special PR ran a pop-up fish and chip shop on Mairangi Bay as a fundraiser for Surf Life Saving New Zealand – an idea that came from a April Fools joke two years earlier.
Every year, Shit You Should Care About‘s Lucy Blakiston shares the evergreen story of how she tricked Marlborough Girls College into believing a band would come to play live at school for April Fools Day in 2015. In reality, four teachers dressed up and busted out I Want It That Way by Backstreet Boys, much to the initial disappointment and then hilarity and appreciation of the students.
I was impressed by the elaborate plan, and how willing everyone was to join in. Made me think of all the opportunities I may have squandered as deputy head girl at my own high school.
Rating regulars and strip poker
This year, my first glimpse of an April Fools campaign came from the Restaurant Association, announcing its Rate My Regular platform – allowing hospitality workers to rate their customers, in much the same way that diners can review eateries.
Again, even while knowing it was a joke, the clever press release, coupled with the enthusiastic industry “commentary” made it seem believable. It made me laugh but also a little nervous about my next trip out to eat.
Vast Billboards and Christchurch Casino also came through with an out of home campaign that surely would’ve called a few double takes for commuters on Moorhouse Ave.
“Strip Poker 1st April 2025,” said the ad, the words in a textbox that covered the top half of a man and woman seated at a poker table.
“Go all in… or take it all off!”
Spicy buns, Zs with V, poolside Maccas
Then there was DDB Aotearoa and New World launching their spicy new addition to the supermarket’s hot cross bun lineup, revealed to be: wasabi flavour. Some in the comments were actually keen, but I’m not convinced.
Energy drink brand V decided it was time to help people struggling with their sleep schedules. (Could this be as a result of drinking V, who’s to say?) V unveiled Z, the melatonin sleep drink you never knew you needed.
Meanwhile, West Auckland swimming spot Parakai Springs announced McDonald’s would set up shop inside the precinct. “Pop-up Poolside McDonald’s! What better way to spend the day? This week only,” read the post.
Two-in-one
My favourite lunch spot, Lebanese Grocer in Auckland CBD, posted a new menu item: a shawarma cake. Say hello to layers of hummus, meat, sald and pickles, topped with frosting, sprinkles and candles. Maybe it’s just because I’m obsessed with this place, but I wouldn’t take much convincing to try it.
Despite being posted past the midday cutoff (that’s still the April Fools rule, isn’t it?), women’s running platform Femmi’s latest product caught my eye in the afternoon. The Femmi Coffee x Period cup made me laugh almost hysterically.
“At Femmi, the only thing we love more than coffee and running is supporting women through their menstrual cycles. So what better way to get a two-for-one than have a cup that can do both?”
Maybe not the weirdest two-in-one product we’ll see this year, but the most entertaining so far.
