New World helps Daughter and Dad ‘Find their Wonderful’  

New World and DDB Group Aotearoa want New Zealanders to ‘Find your Wonderful’ by highlighting the different ways Kiwi celebrate the season in their new Christmas campaign.

Following the ‘Find your Wonderful’ platform launch, New World’s Christmas campaign features a heartwarming story of a dad and daughter navigating the reality of a busy life while trying to keep to their Christmas traditions.

New World and DDB Aotearoa went mining for true Christmas stories, and during this process, discovered that the thing that resonated the most with Kiwi was the rituals of food and how it connects people.

To find similar true stories, they interviewed store owners and shoppers to find out the things that mattered most to them at this time of year, bringing one special ritual to life with a little help from New World.

DDB Aotearoa’s Creative Director Courtney Dow said the story talked to the “non-negotiable” Christmas tradition many Kiwi families have, such as trifle as 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. 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 busy, bustling hospital ward, focusing in on a young female nurse taking a phone call from her Dad as she rushes through the corridor.

The Dad is in the middle of picking the perfect Christmas ham for them, when his daughter breaks the news that she has been pulled onto a double shift and will not make their special Christmas Eve tradition. But this doesn’t stop the Dad from getting their Christmas ham from the New World deli.

“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.”

New World will also be giving away lunches to shift workers as inspired by the story told in the advertisement.

This TVC will be accompanied by a social media campaign expanding on the story, showing all the work Dad did to make everything happen to surprise his daughter, as well as exciting Christmas recipes to give consumers inspiration to create new traditions throughout the 2024 festive season.

Client 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

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