Multiplied launches first new FreshChoice brand campaign

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AUCKLAND, Monday: Independent Auckland commerce agency Multiplied has launched a new brand campaign for FreshChoice supermarkets.

That’s Shopping Different is the first brand campaign in FreshChoice’s 30 year history, and revolves around the characterisation of store owner ‘Gav’, whose morning walk to work showcases the many ways the brand stands out from the competition.

FreshChoice head of marketing Travis Tompsett said: “As we follow his journey, Gav encounters the people of his neighbourhood and reminds us that being local, involved in community and supporting local producers, offers Kiwis a refreshing alternative for their weekly shop.

“We are thrilled to partner with Multiplied on our first brand work. That’s Shopping Different perfectly encapsulates our unique positioning in the market as a network of locally owned and operated stores that go above and beyond for customers and the community.

“The campaign, which started this week, will be rolled out across various media channels, including television, digital, social media, and in-store.”

“We hope that this campaign will inspire customers to think differently about their grocery shopping experience and give FreshChoice a go. We know they’ll love the local experience.”

Multiplied creative partner Aaron Taylor said: ” Our team loved bringing Gav to life and showcasing the great story that sets FreshChoice apart.

“Through this campaign we want to create a step-change for the brand and show that there’s a real alternative out there for shoppers – in a distinctive but relatable way.”

The campaign will be the first expression of a new direction and creative platform for the FreshChoice brand and will be rolled out across various media channels, including television, digital, social media, and in-store, starting this week.

“With its fresh and humorous approach, the campaign is expected to create a strong impact and resonate with supermarket customers across Aotearoa,” Taylor said.


Client: FreshChoice
Head of Marketing: Travis Tompsett
Brand Specialist: Glenna Hood
Senior e-Comm and Digital Specialist: Jarryd Adams

Creative Agency: Multiplied
Creative Partner: Aaron Taylor
Creative Director: Smeta Chhotu-Patel
Design Director: Reuben Hannaford
Strategic Partner: Troy Fuller
Client Services Partner: Tom Roydhouse
Senior Account Manager: Liam McStay

Production Company: Flying Fish
Executive Producer: James Moore
Executive Producer & Producer: Sam Attenborough
Director: Gary John
DOP: Crighton Bone
1st AD: Katie Hutchinson
Production Designer: Rosie Guthrie
Costume Design: Olivia Dobson
Hair & Makeup: Natalie Perks
Production Manager: Lisa Kissin
Casting: Kate McGill

Post-Production: Mandy VFX
Editor: Tim Mauger
Online: Leon Woods + Anita Ward
Audio House: Liquid Studios

Media Agency: Dentsu
GM of Media: Courtney Wide
Group Business Director: Sarah Wilson
Media Strategy Director: Sam Chen
Chief Strategy Officer: Stevie Weber
Associate Business Director: Lucciane Surtees
Digital Manager: Billy Vye
Business Coordinator: Lessei Perelini

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