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.
Browsing: Steve Cochrane
A number of ads featuring top sports stars often revolve around them needing the very best to perform at their peak (even if it is rugby players needing the very best deodorant, hair care products or, most ridiculously, batteries). But George Weston Foods, Colenso BBDO and Finch have given that advertising cliche a bit of a nudge by focusing on a hardcore four square warrior for the launch of its new Tip Top Hi-Protein Bread.
The consumers demanded that it be brought back. Tip Top listened to them. And it seems the Grapefruit and Lemon Fruju fairytale continues, because Colenso BBDO’s new spot for the quintessential summer treat has won the first round of Colmar Brunton’s Ad Impact Award.