LONDON, June 21: NZ agencies FCB and 99 played key roles in helping New World to its Gold at the latest Loyalty Magazine Awards in the UK.
New World won Best Short Term Loyalty Programme plus a Highly Commended for Best Use of Social – both for New World Little Garden, a campaign which ran in the Spring of 2016-2017, nurturing the gardening ambitions of millions of New Zealanders of all ages, and driven loyalty for the chain from legions of customers.
New World rightly deserves the accolades it has received from industry experts, says Foodstuffs external relations manager Sue Hamilton …
Steve Bayliss, the outgoing group GM Marketing for Foodstuffs NZ, said: “Really, there’s nothing more rewarding than a rewards programme that changes behaviour in such a positive way.
“We set out to see if we could upset our produce buyers with customers not needing to buy produce because they’d be growing their own tomatoes, basil, lettuce, borage, coriander and courgettes, to name but a few,” he said.
“Months on we’re still getting messages from customers who have achieved glory in their backyard plots – and we couldn’t be happier.”
“The brand also gave away 300 bee kits including hives and bumble bee homes to schools who cultivate their own gardens.”
Since its inception, New World Little Garden has seen more than 16 million seedlings end up in pots and plots around New Zealand. In 2017 the brand also gave away more than 300 bee kits including hives and bumble bee homes to schools who cultivate their own gardens.
“The more we can do to help New Zealanders get closer to where their food comes from, the more they understand what’s good for them and for the environment,” said Bayliss.
“Little Garden has been an outrageous success from start to finish and we’re really delighted that the team who has worked so hard on this has been recognised for their creativity, passion and commitment.”
And a new campaign?
Next year’s campaign is still under wraps but New World reveals that sustainability and doing what’s right for the environment is at the heart of anything they’ll do in this space.
“Even our point of sale is 100% recyclable,” says Bayliss. “I’m looking forward to seeing what the team does next under the guidance of Dom Quin, who’s taking over my role and leading a fantastic team who really cares about creating engaging promotions which make a difference for our customers and New Zealand.”
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