AUCKLAND, Thursday: Rainger & Rolfe have created a campaign for North Island New World, which is changing the way bulk foods are bought at the supermarket.
Foodstuffs North Island grocery manager Sally Williams said: “There’s a revolution going on. From their commitment to fully rethink the customer experience, Prolife Foods and The CareFillery have now completely reinvented the process.
“It started with reimagining food and the creation of a food portfolio where exotica meets the deliciously unexpected: Apple Pie choc-dipped Mini Churros, Organic Pineapple Rings, Plant-Based Meal solutions, delicious savoury flavours and protein) Jumbo Raisins, Split Red Lentils, Maple Coconut Almonds and BBQ Nut and Crunch are just some of the more exquisite and nutritious options.
“Exciting discovery ‘hubs’ are also a key part of the innovation redesign. The CareFillery ‘smoothie station’ allows shoppers to trial new flavours and test sample combinations, the ‘tea lounge’ encourages a sniff and select process to find the perfect tea from a variety of different tastes and the ‘snack bar’ allows for originality and the creation of the extraordinary.
“I want to thank Rainger & Rolfe who have been front and centre of this amazing two-year journey. Their strategic vision, creative chops and unlimited energy has shown us how to refill with care.”
“There’s also a recognition that self-selection that is sustainable, ethical, low impact, environmentally responsible and world class – finally, the customer is able to consciously buy the exact amount they need.
“People are more health and environmentally aware than ever before. We know our customers are thinking differently and we know they are eating differently, so it makes sense to offer them a different way to shop. The CareFillery for us, is the perfect solution.”
Prolife Foods marketing manager Aaron Begbie said: “It is essential to be customer-centric at every touchpoint.
“I want to thank Rainger & Rolfe who have been front and centre of this amazing two-year journey.
“Right from the start their strategic vision, creative chops and unlimited energy has shown us how to refill with care.
This really is the future of grocery shopping and we think it rocks!”
CREDITS
Client: Foodstuffs North Island
Head of Grocery Food & Frozen: Jocelyn McCallum
Category Manager Grocery: Sally Williams
Category Assistant – Lunchbox/Canned & Frozen Fish/Bulk Food/Vitamins & Nutrition: Rachael Weyers
Client: Prolife Foods
General Manager Self-Selection: Ian Jackson
Category Manager Self-Selection: Kris McCalman
Marketing Manager Self-Selection: Aaron Begbie
Junior Brand Manager: Carla Bell
Marketing Administrator: Meg Hendl
Agency: Rainger & Rolfe
Head of Design: Lauren Plumb
Creative Director: Kelly Putter
Senior Account Director: Kylie Greenslade
Brand Strategist Extraordinaire: Teresa Harris
Managing Partner: Jen Rolfe
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