AUCKLAND, Today: DDB Aotearoa and New World have teamed up for Certified Wonderful – an integrated campaign that shines a spotlight on New World’s skilled butchers while reinforcing its reputation for fresh, quality meat.
From the crack of dawn, New World butchers are hand-cutting, seasoning, and preparing fresh meat daily. To showcase this craft, DDB created the Certified Wonderful stamp – an instantly recognisable mark of quality.
The campaign kicks off with a hero TVC under New World’s True Stories platform. It follows a Kiwi dad cooking his “signature dish” for his daughter’s boyfriend, only to reveal the true hero – his local butcher.
Supporting activity spreads across large-format OOH, in-store product stamps, and social content tapping into the humour of “passing recipes off as your own.” It all underscores the craft behind every cut.
“We wanted to hero the skill of our New World butchers with a warm and cheeky story Kiwis can relate to.” – Gaelyn Churchill
Gaelyn Churchill, DDB Creative Director, says, “We wanted to hero the skill of our New World butchers with a warm and cheeky story Kiwis can relate to. Not that all dads are fibbers, but when the kebabs taste this good, who wouldn’t want to pass them off as their own?”
The work not only spotlights butchery expertise, but also celebrates food’s emotional role in Kiwi homes – from weekday dinners to milestone moments. The Certified Wonderful stamp makes that expertise visible and reassuring.
Giselle Bleakley, New World Head of Marketing & CX, says, “Fresh quality is what sets New World apart. Certified Wonderful celebrates the dedication of our in-store butchers and shows customers the care and passion that goes into every cut.”
With this campaign, DDB and New World raise the bar in FMCG storytelling, reminding Kiwis that when it comes to meat, nothing beats the skill of a local butcher.
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