In the cut-throat world of supermarket retailing, many factors come into play when consumers make their decisions about where to shop, whether it be price, location, range or the latest collectables. But while humans like to think we’re rational creatures, we’re not and a lot of our purchasing decisions are based on whether or not we actually like a brand. New World has its fair share of nuts and bolts, price-led retail ads promoting various deals, but its brand advertising has been streets ahead of the competition in recent years and it has challenged its agencies to take creative leaps and come up with engaging ideas to capture attention. And the mad Fruit and Vege pro ad, which our judges voted as the StopPress/MediaWorks TVC of the Year, is a great example of that thinking in action.