New World, DDB take the difficulty out of dinner

Created by DDB Aotearoa, New World’s latest campaign encourages Kiwis to get real about meal times and embrace all of the shopping tips that save them time, money and hassle. 

The social led campaign is based on real-life customer confessions and connects New World’s in-store solutions with the daily needs of New Zealand shoppers, helping them to win in the kitchen more often. 

The 60” film follows a group of parents chatting around the kitchen table when one of the guests asks for the recipe. The hostess freezes for a moment, before admitting it was store-bought.

New World Head of Marketing and CX, Pippa Prain says: “In New Zealand, there’s this unspoken expectation that everything has to be made from scratch and that the level of effort you put in reflects how much you care. 

“But we’re all already juggling work and families and social lives, so we wanted our campaign to let our customers know it’s ok to bring a store-bought sponge to a potluck or to pop a frozen pizza in the oven for the kids’ dinner.”

DDB Aotearoa Executive Creative Director, Gary Steele says: “This campaign is a shift for the supermarket industry – it’s unique in that it comes from the point of view of the customer. 

“Through a narrative that’s relatable to New Zealanders, it shows how New World can help them win in the kitchen and aims to bring our secret time savers to light.”  

The campaign is integrated with media extending across radio, OOH, digital and social media. 

CREDITS:  

Client: 

Group General Manager (Marketing & CX) – Dom Quin 

Head of Marketing & Customer Experience – Pippa Prain 

Marketing Manager Brand & Sponsorship – Pip Casey 

Brand Marketing Manager – Hamish Borsboom 

Assistant Brand Manager – Amber Munro 

Agency: 

Chief Creative Officer: Damon Stapleton 

Executive Creative Director: Gary Steele 

Creative Director: Brad Collett 

Art Director: Rob Flynn 

Copywriter: Courtney Dow 

Managing Director: Chris Willingham 

Lead Business Partner: Natalie Pierpoint 

Business Director: Rachael Williams 

Chief Strategy Officer: Rupert Price 

Agency Executive Producer: Judy Thompson 

Senior Agency Producer: Jacqui Walker 

Production Company: 

Executive Producer: Andrew McLean 

Producer: Claire Richards 

Director: Fiona McGee 

DOP: Marty Williams 

Production Company:  Good Oil Films 

Post production online: Stu Bedford, The Machine Room 

Editor: Lucas Baynes,  Arc Edit 

Music track: Doin’ My Thing by Desert Belle 

Music supervision: Level Two Music 

Sound design: Liquid Studios

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