Lumo billboards remind Kiwis to skip the supermarket chaos for Bargain Box

Fresh off its win at Lumo’s 2024 Pixels Awards, Kiwi meal kit company Bargain Box by My Food Bag has officially launched the ‘Crowdometer’ campaign.

This digital out-of-home (DOOH) initiative blends technology, creativity, and a pinch of wit to remind New Zealanders there’s a smarter, stress-free way to sort dinner.

Developed in collaboration with independent creative agency Yarn and DOOH Software & Creative Studio, Latch, the Crowdometer tackles a universal Kiwi pain point: the stress of supermarket shopping.

Skip the chaos

Lumo’s digital billboards display live updates of supermarket crowd levels, offering shoppers en route a timely reminder to skip the chaos and opt for fresh, pre-portioned meal kits delivered to their door.

Using real-time Google Maps data and proximity targeting, the Crowdometer triggers dynamic creative optimisation (DCO) when supermarkets are busiest.

“We all know the feeling of walking into a packed supermarket after work—the stress, claustrophobia and empty shelves,” says Yarn creative duo, Joachim Pearson and Oscar Randle.

“With the Crowdometer, we’re reminding people to save themselves the hassle. Bargain Box offers a smarter way to put affordable and genuinely good food on the table without the punishment. We’re stoked our idea was chosen as the winning entry, and can’t wait to see it out in the wild.”

The concept won the top prize in the industry category at the Pixel Awards. Judges praised its innovative use of technology to deliver dynamic, playful, and tongue-in-cheek messaging that resonated with audiences. In addition to a $ 5,000 cash prize, the campaign received a $ 40,000 media grant to bring the idea to life, and it’s now rolling out nationwide.

“The supermarket can be chaotic, but dinner doesn’t have to be,” said Anya Saikkonen, Head of Marketing at My Food Bag. “Bargain Box is proud to be New Zealand’s most affordable meal kit, delivering fresh, locally sourced ingredients to families across the country. The Crowdometer campaign has been a fun, cheeky way to communicate our key value proposition: helping Kiwis eat better on a budget, while saving time, money, and unnecessary stress.”

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