Molenberg comes to Queen St

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Special Group helped Molenberg open a window on the world for “the perfect sandwich bread” – the new Molenberg Sandwich Shop in the heart of downtown Auckland, at 2 Queen Street.

In a fully integrated campaign Molenberg invited New Zealanders to submit their ideas for a best selling sandwich, chose one a week to sell alongside the other sandwiches, and in a novel twist the winner got to keep all of the money that their sandwich made.

The campaign came to life across multiple mediums including packaging, point of sale, radio, digital, social, PR, sampling and outdoor.

“In Molenberg we had an innovative partner,” said Special creative partner Rob Jack. “Their commitment to launching and running a sandwich shop to showcase the potential of their iconic brand has been second to none. It’s been an incredible project.”

Hilary Cootes, Special Group GM, said: “There has been so much good feedback on the shop. Molenberg succeeded in inspiring people and showing them just how great a sandwich can be.”

Heath Lowe, Special design director, said “We wanted to make a space that feels like fresh, everyday kiwi goodness – the perfect sandwich shop for the perfect sandwich bread.”

At the end of the campaign the five weekly winners went head to head for the final week, with the winner keeping the total takings of all the sandwiches sold that week.


Executive Creative Director: Tony Bradbourne
Creative Partner: Rob Jack
Creative Partner: Heath Lowe
General Manager: Hilary Cootes
Account Director: Lara Seaton
Senior Producer: Jules Pakenham
Producer: Celia Rowe
Project manager: Delwyn Rees
Art Director: Tony Bradbourne
Art Director: Brendon Smale
Copywriter: Rob Jack
Designer: Amy Tasker
Planner: Teresa Harris
Photographer: Tony Brownjohn
Photographer: Kieran Scott
Food production partner: Little Wolf
Shop build: Pop up Now

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