Retail agency specialist .99 has given New World’s product and price ads a distinctive new look. Their challenge was to showcase the product in a creative and inspiring way – to cut through the retail advertising noise, and leave a memorable brand impression in consumer’s minds.
The new ads showcase macro slow motion shots of food being prepared or cooked, with appropriate price pointing. They include images of locally sourced, seasonal produce such as custom cut meat, freshly baked bread, superb seafood and speciality surprise and delight items.
“Traditionally the product and price work has focused on the store and the staff,” said Foodstuffs group general manager Steve Bayliss. “We wanted to reinforce our ‘fresh’ credentials and bring the products closer to the customers in their home.
“The .99 team did a fantastic job in bringing this to life in a really interesting way.”
Ben Goodale, managing director .99 and justONE, says New World’s value message breaks new ground in the category.
“Most product and price weekly advertising is highly functional and focused on big product shots, big prices and shouty offers; with low investment in the creative product. As an ongoing creative platform, we believe this campaign delivers a fresh and engaging approach that is unique in the marketplace
.99 CCO Craig Whitehead said: “To create a new, fresh and distinctive approach to our 15 second weekly product and price TVCs is quite possibly the most challenging brief you can get as a creative,” says.
“But that’s exactly what the New World Marketing team were looking for in this new campaign and it forced us to think quite differently for ways to cut through. As a result, we’ve developed a treatment for New World which we think is not only highly desirable, but truly distinctive for the category.”
The campaign was created entirely in-house, utilising .99’s studio and post facilities, including all direction, editing, graphics and grading. The soundtrack is Avalanche City’s Silver Scroll-winning Kiwi favourite Love, Love, Love which now becomes New World’s retail brand music.
The New World product and price ads have been launched via 15” TVCs, radio, POS, mailers and digital. A fresh suite of offers will be served up each and every week via this “tasty and creative” format.
CREDITS
Client: Foodstuffs New Zealand
Group General Manager Marketing: Steve Bayliss
National Retail Marketing Manager: Stephanie Pyne
Agency: .99
Managing Director: Ben Goodale
Chief Creative Officer: Craig Whitehead
Creative Head: Chris Long
Designer: Simone Lash
Copywriter: Jesse Stevens
Art Director: Melissa Turkington
Group Business Director: Pippa O’Regan
Head of Content Production: Therese Bielawa
Director / Head of Content Creation: Craig Murray
Content Producer: Lauren Watling
Audio Engineer: Miller Yule
Senior Motion Graphics Artist: Tracy Powell
Motion Graphics Artist: Lee Stapleton
Craig Whitehead CCO of .99
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