Supermarket challenger signs TG as creative agency partner

AUCKLAND, Friday: NZ supermarket challenger Supie has signed digital creative agency Topham Guerin NZ/UK/AU, which has now created an attention-grabbing campaign for the online grocery store.

TG APAC creative director Tsieske van den Broek, who’s based in Auckland, said: “New Zealand’s long been frustrated with the duopoly’s rising grocery prices, holding everyday essentials at ransom from struggling Kiwis.

“But in October 2021, Supie came to market, on a mission to disrupt the stagnant supermarket industry.

“Supie’s continued bold commitment leads their latest campaign that takes on the big guys head on.

“We decided the strongest way to turn heads would be to shout about Supie’s benefits in a fun, foodcentric way.

We know that Supie is making a real difference in the lives of everyday Kiwis, by offering value. That’s why we were confident in being bold about Supie’s benefits with this creative.

“Supie’s continued bold commitment leads their latest campaign that takes on the big guys head on.”

“TG’s first campaign with Supie takes a playful approach with its copy, using headlines like ‘Fighting for blocks of cheese that don’t cost their weight in gold’, and calling out the duopoly for skyrocketing grocery prices.

“These text-based graphics are appearing on buses, billboards and socials, launching Supie into the minds of Aucklanders as they themselves launched into the new year. A radio ad is also running, doubling down on the messaging.

“We’re so excited to be launching our latest campaign with a message and tone of voice that conveys our mission.”

Supie founder Sarah Balle said: “We’re not afraid to do things differently, and our latest price reductions on 5000+ items highlights that we’re making groceries affordable again.

“New Zealand’s long been frustrated with the duopoly’s rising grocery prices, holding everyday essentials at ransom from struggling Kiwis. But in October 2021, online grocery store Supie came to market, on a mission to disrupt the stagnant supermarket industry.

“Supie’s continued bold commitment leads their latest campaign that takes on the big guys head on.

“Enlisting the advertising expertise of known industry disruptors Topham Guerin (TG), it was decided the strongest way to turn heads would be to shout about Supie’s benefits in a fun, foodcentric way.”

CREDITS

Client: Supie
CEO & Founder: Sarah Balle
Digital Marketing Manager: Emily Cook
Creative Agency: Topham Guerin
Managing Director: Sam Newton
Client Lead: Christine Mata
Account Manager: Danya Malate
Media Director: Conor Ritchie
Strategist: Neve Airy
Creative Director: Tsieske van den Broek
Senior Graphic Designer: Roy Dormer

• tophamguerin.com
• supie.co.nz