Foodstuffs has collaborated with one-to-one agency JustOne to launch a new loyalty programme exclusive to New World. In the past, the company has relied on the Fly Buys reward scheme to give its customers added incentive to shop at the store, but Foodstuffs group general marketing manager Steve Bayliss says that it was time to develop something discrete. And while this is a novel move for New World, it comes well after Countdown first launched its loyalty programme in 1994.
Browsing: New World
A new logo for Villa Maria’s Wise Owl range has been given the nod of approval – a New World Stratford liquor manager is keeping it for life as a tattoo.
In a change of tack from giving out free cutlery, knives and glassware, the embattled Countdown followed New World’s Little Shop suit recently and hawked DreamWorks Heroes 3D collectible character cards and albums. And kids and adults alike have loved it, with general manager of marketing Bridget Lamont saying the campaign saw millions of cards in the hands of Kiwi parents and kids, and more than 100,000 albums sold out across the country.
Following the decision of the two big Aussie supermarkets, Coles and Woolworths, to remove New Zealand-produced goods from their house brand labels and Shane Jones’ request for a Commerce Commission investigation into the way Progressive Enterprises treats its suppliers (and the inevitable Facebook campaign asking Kiwis to boycott the company), Foodstuffs has taken the opportunity to remind the nation that the big brands under its umbrella—Pak ‘n Save and New World—are full-blown Kiwi.
Humans are strange, simple and irrational creatures, as evidenced by the huge excitement generated by New World’s Little Shop promotion. And while this miniature fervour obviously worked in Foodstuffs’ favour, it also worked for the brands involved in the promotion.
There’s been a buzz of interest, judging by the comments, on this Trade Me auction that gives the less pure-minded among us an alternative to New World’s Little Shop collectables.
Auckland production company Satellite Media and agency BelowTheLine’s new app for Fonterra Brands and Foodstuffs’ New World supermarkets brings dairy products and the Anchor cow to life. Little Fridge supports the New World Little Shop promotion with in store treasure hunts and a stand where shoppers can photobomb the Anchor cow.
Humans are simple creatures. We love free things. We love tiny things. We love to collect things. So, put them all together, as New World and its retail agency .99 have done for the Little Shop Collectables campaign, and watch the minds get blown.
BNZ, New World, Telecom and Peugeot get a ticker tape parade this week.
The ‘Every Day a New World’ brand campaign earned plenty of fans when it was launched last year (even some from Australia). And New World and Colenso BBDO have followed that up with a series of four ads that aim to, as Foodstuffs’ group brand director Jules Lloyd says, “showcase the craft, expertise and quality of food across our fresh departments, highlight our key points of difference and shift some customer perceptions”.
Chins have been stroked, cases have been put, voices have ben raised and chocolate thins have been consumed. Which can mean only one thing: the winners have been chosen for the StopPress/MediaWorks TVC of the Year.
New World has been celebrating its 50th anniversary recently. And Foodstuffs has taken steps to ensure a few more successful years in the grocery biz by appointing Colenso BBDO as its official brand agency.
The consumer may always be right. But let’s stop pretending consumers know what they’re doing, writes The Research Agency’s Andrew Lewis.
Once again, online advertising continued its steady rise in New Zealand in 2012, hitting its high water mark in the last quarter. And as the head of Yahoo! New Zealand (which recently launched its year-in-the-making new homepage and mobile site) and the new chair of the local Internet Advertising Bureau, Laura Maxwell-Hansen is well placed to see where it’s heading next. Here’s her take on 2012.
Dow Design is on a mission to prove the commercial value of good design. And with a win in the TVNZ-NZ Marketing Awards for Fonterra, a finalist in the new Best Effect Award for Hellers, a number of big redesigns for big FMCG brands, it seems to be doing a good job of it. Founder Annie Dow and business development director Jenny McMillan speak their piece.
Steve Bayliss had the Midas marketing touch at Air New Zealand and he seems to have transferred it to his role as group general manager of marketing at Foodstuffs, with the Pak ‘n Save brand continuing its top form and New World getting a long overdue—and almost universally applauded—refresh.
A plethora of televisual commercial messages that caught our attention this week, with New World, TAB, New Zealand Herald, Alzheimers New Zealand, Freeview and Max all receiving a metaphorical $20 meatpack.
Colenso BBDO and .99’s ‘Every Day a New World’ brand campaign for New World was very well received, and even inspired a piece in Mumbrella asking why New Zealand’s advertising was so much better than Australia’s. And .99 has kept up the good work, with its rich media homepage takeover winning the IABNZ Creative Award for June.
Who’s it for: New World by Colenso BBDO/.99 and Finch
Why we like it: A long overdue brand refresh for New World, which has been battered by the big-spending Countdown in recent years. All three ads from the new campaign are bang on in terms of …
Countdown has been going hammer and tong on the marketing front recently. But New World has come steaming back into view. And its new brand campaign is about as far as you can get from animated shopping baskets and fruit and vegetable musicals.
.99’s had a very tough few months. It lost Air New Zealand and Vodafone to DraftFCB and, as far as we’re aware, it’s not on the pitch list for the brand work for Westpac, although whether it retains the retail business seems dependent on which creative agency the bank goes with. So a few alarm bells went off when we heard Colenso and Special Group were doing work for one of its remaining big clients New World.
When she’s not being a non-executive director for New Zealand Rugby League, the Cancer Society or the gang responsible for the Dunedin stadium, Jen Rolfe, the ex-director of Saatchi & Saatchi digital, is spreading the digital and direct gospel with Rolfe, the eponymous boutique agency she started last year. So, here’s lookin’ at 2011.
While all the talk in broadcasting land is about Sky and TVNZ’s Igloo, TVNZ has just announced the arrival of a new addition to its OnDemand family called Ad Hover, “a dynamic, customisable and fully interactive advertising opportunity” created in conjunction with DraftFCB that aims to give viewers a more engaging and immersive video experience and claims to significantly up the brand recall measures for advertisers.
As part of its big brand launch, New World staff, with the help of .99, recently breathed some life into vegetables (literally, to the tune of ‘Slice of Heaven’). And they’ve followed that up by breathing some life into the humble shopping basket, with its cutesy animated mascots, the Cleverbaskets, assuming their position as the new faces of the supermarket’s retail marketing.
This week on the telly, the battle of the supermarkets heats up, with Countdown still gobbling up all of ONE’s weekday 6.10pm news spots and New World: the musical going live. Also of note, an amazing spot (and an amazing lead man) for Blind Week, the Interislander gets summery, Hyundai revs up a new one, Nescafe starts up a new rewards programme, New Zealand Post toys with the emotions to get the people primed for Christmas, and the latest feelgood instalment of TelstraClear’s nationwide journey hits the screens.
Humans have always strived to find new and exciting uses for fruit and vegetables (orange cannons, apple bongs and every kind of alcohol ever invented, for example). And New World, which now claims to be “different, just like you”, is the latest in a long line of grocery tinkerers, with a big new brand ad out of .99 that shows the staff band playing the likes of carrot recorders, cabbage guitars, pumpkin drums and other innovative musical instruments to the tune of Dave Dobbyn’s ‘Slice of Heaven’.
The fine folk of sunny seaside suburb Devonport can now buy a $20 ‘carbon neutral meal’ from their local New World supermarket, and CarboNZero’s marketing and communications manager Kathryn Hailes says this initiative is a long-overdue acknowledgment of the growing number of Kiwi consumers who are now more discerning about their purchasing decisions.
Ten Kiwi companies have been recognised for creativity and innovation in their campaigns in the sixth annual Fly Buys Marketing Awards, with New World Wellington taking home the supreme award, as well as awards for Customer Retention & Behaviour Change and the Best Use of Database for their Lifestyle Mailer.
There’s been plenty of pitchy business of late and the most recent news is that Saatchi & Saatchi has won the Sanitarium account and .99 has retained the New World business.