Rainger & Rolfe backs a refill revolution

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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