Celebrate Christmas traditions with New World

AUCKLAND, Today: New World and DDB Group Aotearoa are inviting Kiwis to Find Your Wonderful with a new Christmas campaign celebrating the unique ways New Zealanders mark the festive season.

Following the Find Your Wonderful platform launch, New World’s Christmas campaign tells a touching story of a dad and daughter, juggling busy lives while keeping up their cherished Christmas traditions.

New World and DDB Aotearoa dug into real Kiwi Christmas stories, discovering how deeply rituals around food connect people. True stories like these inspired the campaign’s heartfelt narrative.

To find these genuine stories, they interviewed store owners and shoppers, uncovering the traditions that mean the most. With New World’s help, one special ritual is brought to life on screen.

DDB Aotearoa’s Creative Director Courtney Dow explained the power of “non-negotiable” traditions, such as trifle in the Dow household.

“Even when we’re filled to the brim, Trifle is the non-negotiable Christmas tradition in my household,” Dow said. “We’re not sure if we all like it, but it wouldn’t be Christmas without it.

“Even when we’re filled to the brim, Trifle is the non-negotiable Christmas tradition in my household. We’re not sure if we all like it, but it wouldn’t be Christmas without it.” – Courtney Dow

“This story talks to a special and intimate family tradition of a Dad and Daughter, who always celebrate Christmas Eve together, and how they keep that tradition alive when plans change.”

The story begins in a bustling hospital ward, where a young nurse takes a call from her dad, who’s selecting their Christmas ham. She’s been pulled into a double shift and won’t make their Christmas Eve celebration. Unfazed, Dad still picks up the ham from New World.

“Christmas is magical because so many families have their own unique traditions and rituals that they share year after year,” says New World’s Head of Marketing and CX, Giselle Bleakley.

“It’s the one time of the year that these traditions really matter and at New World our staff strive to give their customers the Christmas that they want and will go above and beyond to make Christmas magic.”

In line with this story, New World will be giving away lunches to shift workers, honouring the dedication of those working through the holiday.

The TVC will be supported by a social media campaign showing the lengths Dad went to in making Christmas happen for his daughter. Christmas recipes will also inspire new traditions this festive season.

CREDITS

Foodstuffs Group General Manager: Marketing & Media – Dominic Quin
New World Head of Marketing & CX: Giselle Bleakley
Marketing Manager: New World Retail and Shopper: Sarah Austin
Project Marketing Specialist: Katie Mooyman

Agency credits: DDB Aotearoa

Production Company:FINCH

Media Agency: PHD New Zealand