.99 and Colenso BBDO are bringing back the magic of New World’s Little Shop promotion, which won over the hearts and minds of thousands of little Kiwis (and quite few of their parents) last year.
After the successful campaign in 2013, the agencies worked closely with New World to make it happen yet again.
“This year’s Little Shop promises to be bigger and better than before, with 50 new minis to collect, including an exciting new range of accessories,” said Foodstuffs group general manager marketing Steve Bayliss.
“Another key difference and one of the newest additions is the creation of the New World Little Shop Facebook swap app, which will include features to help fans track and grow their collection, and provide a hub to swap different collectible items.
“There is no denying it, the nation totally embraced Little Shop last year, it was a promotion that was popular with Kiwis young and old. When the promotion finished, thousands of people wanted to know when it was coming back.
“We’ve made this year’s campaign even more magical, vibrant and fun. One of our focuses for Little Shop 2014 is to show how the minis actually became mini with the introduction of the Shrinkinator, a special magical machine that turns everyday products into minis. We can’t wait to see the enthusiastic buzz of Little Shop mania once more.”
.99 managing director Ben Goodale said: “It’s been exciting for everyone involved to bring the Little Shop campaign back to life this year, particularly after its initial success. Anyone who fell in love with Little Shop the first time round, won’t want to miss the fantastic selection of collectibles available this year, they’re going to look great across all media platforms and in-store.”
Scott Coldham, GM at Colenso BBDO said: “It’s nice to see a great promotional idea for one of our mutual clients evolve and build into a true brand tool that gets people excited about shopping at New World”.
The campaign by .99 and Colenso BBDO, with media by FCB and app development by Union Digital will feature across TV, digital, radio, press, mailers, in-store and also includes the launch of the new Facebook swap app. Little Shop collectibles will be available throughout New World stores nationwide from August 18 while stocks last.
CREDITS
Client: Foodstuffs
Group General Manager Marketing: Steve Bayliss
National Retail Promotions Manager: Stephanie Pyne
Retail Marketing Project Manager: Jessica Richards
Group Brand Director: Jules Lloyd
Creative Agency: .99
Ben Goodale: Managing Director
Craig Whitehead: Chief Creative Officer
Pippa O’Regan: Group Account Director
Jessica Rose: Senior Account Manager
Greg Wylie: Creative
Ed Bell: Creative
Ryan Macpherson: Creative
Thom Brown: Creative
Simone Lash: Design
Luke McArthur: Digital
Rachel Haines Villalta: Digital
Creative Agency: Colenso BBDO
Executive Creative Director: Steve Cochran
Producer: Jen Storey
Account Director: Katherine Sliper
Creative: Iain MacMillan
Creative: Antony Wilson
Media Agency: FCB
Terri Collier: Media Director
Karen Tipper: Media Manager
Pauline So: Implementation Manager
Grace Macalincag: Media Planner/Buyer
Kate Grigg: Digital Director
Lucy Leckie: Senior Digital Planner/Buyer
Denise Yong: Digital Campaign Manager
Development of Facebook swap app: Union Digital
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