The Warehouse (with DDB) launches Sweet As for Kiwi Scrabble

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The Warehouse has teamed up with Mattel – with a little help from DDB, OMG, NZME and Spark PR & Activate –to launch NZ’s own exclusive version of Scrabble – “chocka full of 300 Kiwi words”.

The launch follows a nationwide word search earlier this year as thousands flocked to The Warehouse’s Facebook page to share their favourite parts of NZ vocabulary.

The final stage of the campaign launched Wednesday, with a tvc created by DDB, in partnership with The Warehouse’s internal creative agency.

Strategy and media support delivered by Omnicom Media Group with media partnership and influencer activity led by Spark PR & Activate.

The Warehouse head of marketing Becki Butler said: “It has been a privilege to take Kiwi Scrabble from its creative infancy with Mattel, right through to this celebration of our unique culture.

“The Warehouse has been a part of New Zealand culture for more than 36 years, so this new version of Kiwi Scrabble gives us a chance to shine a light on our inimitable language, and do it with purpose and reason.

“This is the game where it’s totally fine to be looking for an ‘O’ for Awesome.”

“The final stage launched Wednesday, with a tvc created by DDB, in partnership with The Warehouse’s internal creative agency.”

It’s the first fully-integrated marcomms campaign The Warehouse Group has delivered in collaboration between its in-house creative agency, recently appointed media agency OMG, and long-standing partner DDB.

The tvcs feature Kiwi icons Jo Seager and David Tua and ignite the age-old debate over the who is the rightful owner of the ‘Pavlova’ – New Zealand or Australia.

Unsurprisingly the Aussies have included it in their version of the game too!

A Spark PR & Activate-managed media partnership with NZME, also launching this week, will settle the score over who owns the ‘pav’ once and for all. “More will be revealed on that one soon,” says Butler.

Kiwi Scrabble launched instore in September, and last week The Warehouse Manukau was renamed ‘The Warewhare’ with the store’s sign being replaced and spelled out in Scrabble tiles.

The Warehouse hosted a family fun day at the store with activities and The Hits Street Team onsite.

The campaign also features a first-to-market partnership for any NZ retailer with Google’s Director Mix product on YouTube.

Over 100 dynamic video bumpers connect the new Kiwi Scrabble words with viewers’ interests, all running across a wide variety of YouTube content. Messaging will also run across digital and traditional OOH and social, with a series of light-hearted creative that heroes some favourite Kiwi words from the game.


Client: The Warehouse
Group Chief Marketing Officer: Jonathan Waecker
Head of Marketing – Home: Becki Butler
Executive Creative Director: Andrew Berglund

Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Brad Collett
Art Director: Julia Ferrier
Copywriter: Veronica Copestake
Lead Business Partner: Nikki McKelvie
Senior Business Director: Jaheb Barnett
Senior Business Manager: Georgie Levitt
Account Executive: Georgie Foot
Chief Planning Officer: Rupert Price
Senior Planner: Thinza Mon
Digital Strategist: Carina Egelhof

: Mike Harrison, David McCallen, Rachel Stewart
Spark PR & Activate: Dallas Gurney, Aimee Nicholls

Production Company
: Eight
Executive Producer: Dan Higgins
Director: Steve Saussey
Music & Sound design: Liquid
Post Production: Creature

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