Fire and Emergency NZ ignites liquor store shift via MBM & HYPER

AUCKLAND, Today: MBM and HYPER teamed up for a unique You’re Cooked campaign activation, bringing the creative genius of Motion Sickness’s 2022 campaign into the real world to address unattended cooking fires.

Unattended cooking is New Zealand’s top cause of home fires, with a quarter starting in the kitchen. Shockingly, half of all deadly fires happen with alcohol or drugs in the mix, and 1 in 5 Kiwis don’t grasp the danger.

The campaign encourages using safer appliances like air-fryers and microwaves when under the influence, to avoid the deadly risk of forgetting an active oven or stove.

At Liquorland Wellington Central, the You’re Cooked activation brought the message directly to folks, with firefighters giving out advice, a humorous yet informative cookbook, and fridge magnet reminders to keep cooking safe after a night out.

“We were particularly proud to have been able to facilitate MBM’s request for a network wide Liquorland DOOH screen takeover.”

Kaitlin Mitchell from MBM said, “We were delighted to be able to take the You’re Cooked safety message into the real world and engage with our target audience one-to-one in New Zealand liquor environments, and on one of the busiest days of the year for alcohol sales, on the eve of the Easter holiday.”

HYPER’s digital screens across Liquorland amplified the campaign with a one-day takeover, giving Fire and Emergency a major shoutout and marking a first in NZ liquor store advertising.

Chris Burton of HYPER mentioned, “Access to the Liquorland environment and their shoppers is something unique we could bring to the table that perfectly complemented Motion Sickness and MBM’s real world campaign amplification concept.

“We were particularly proud to have been able to facilitate MBM’s request for a network wide Liquorland DOOH screen takeover. For an entire day and as holiday weekend audiences surged, the only campaign playing in our loop was You’re Cooked, amplifying the reach and impact of the messaging. A great result for our agency partners and most importantly their client and the consumer.”