A refill revolution could be coming to a store near you thanks to the strategic vision of creative agency Rainger & Rolfe and the imagination of Prolife Foods and The CareFillery.
In a move that is reinventing the bulk food section in North Island New World supermarkets, the revolution began with Pro-life Foods creating a food portfolio including products such as Apple Pie choc-dipped Mini Churros, Organic Pineapple Rings, Plant-Based Meal solutions and delicious savoury flavours and protein to name just a few.
A key part of this innovation redesign is that these products are made available in discovery ‘hubs’ such as a ‘smoothie station’, ‘tea lounge’ and a ‘snack bar’ which recognises that self-selection is sustainable, ethical, low impact, and environmentally responsible.
These ‘hubs’ mean the customer is able to consciously buy the exact amount they need, meaning no more pre-set levels, no more one-size-fits-all, way less packaging and zero waste.
“People are more health and environmentally aware than ever before” says Sally Williams, Category Managers Grocery, Foodstuffs North Island.
“We know our customers are thinking differently and we know they are eating differently, so it makes sense to offer them a different way to shop. The CareFillery for us, is the perfect solution.”
Prolife Foods Marketing Manager Aaron Begbie agrees and says it is essential to be customer-centric at every touchpoint.
“We’ve always wanted to provide magic moments and a full sensory experience to wow customers. That’s how we make it memorable – and how we blend surprise and delight with great products and great value.
“I also want to thank Rainger & Rolfe who have been front and centre of this amazing two-year journey. Right from the start their strategic vision, creative chops and unlimited energy has shown us how to refill with care. This really is the future of grocery shopping and we think it rocks!”
Foodstuffs North Island
Jocelyn McCallum – Head of Grocery Food & Frozen
Sally Williams – Category Manager Grocery
Rachael Weyers – Category Assistant – Lunchbox/Canned & Frozen Fish/Bulk Food/Vitamins & Nutrition
Prolife Foods
Ian Jackson – General Manager Self-Selection
Kris McCalman – Category Manager Self-Selection
Aaron Begbie – Marketing Manager Self-Selection
Carla Bell – Junior Brand Manager
Meg Hendl – Marketing Administrator
Rainger & Rolfe
Lauren Plumb – Art Direction and Design
Kelly Putter – Creative Director
Kylie Greenslade – Senior Account Director
Teresa Harris – Brand Strategist, Extraordinaire
Jen Rolfe – Managing Partner
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