Dick Smith enlists an old mate

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Dick Smith has tapped New Zealand’s most-loved butcher, Sir Peter Leitch, to spruik a nationwide marketing campaign that showcases ‘Mad’ deals on popular consumer technology products for Kiwis. The campaign goes to air today (Thursday).

Created by Y&R’s retail arm Ideaworks NZ, the creative is slickly rendered in no-nonsense, in-ya-face retail style (no moving images, and the Mad Butcher doing what he does best). It launches with a Queens Birthday Weekend sale, and will feature Mad deals through to the end of June.

The campaign includes a TVC, and will also run in-store and on digital media, plus exposure in Dick Smith catalogues nationwide.

“This is the first time we’ve launched a marketing campaign using a local ambassador that includes TV advertising, and we’re confident the Mad Butcher and his unique tongue-in-cheek appeal will be a hit with Kiwis,” says Dick Smith general manager marketing Cassie Wheeler.



Agency: Ideaworks NZ
Creatives: Megan Dudley & Tim Gavriel
Senior Account Director: Kate Murchison
Account Executive: Dale Bennetto
Agency Producer: Marique Knight
Photographer: Meek
Head of Motion Graphics: Michael Frogley

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