Foodstuffs
Foodstuffs is a New Zealand-owned and operated organisation that plays a vital role in the Aotearoa’s grocery landscape. Comprising of two main co-operatives, Foodstuffs North Island and Foodstuffs South Island, it supplies and supports a large network of independently owned and operated supermarkets across the nation.
Foodstuffs brands are instantly recognisable: New World, PAK’nSAVE, Four Square, and Gilmours. Foodstuffs is committed to providing New Zealanders with quality fresh food, groceries, and essential household items at competitive prices, while also fostering local communities and supporting New Zealand producers. They are a significant employer and a key contributor to the New Zealand economy.
.
Strategic communication
Graphic design
Digital design
Creative campaigns
Concept creation
Advertising
Copywriting
Creative direction
01.
Attack of the 8ft A-Frames
New World The Sands is a significant and relatively new supermarket located in Pāpāmoa, Tauranga, New Zealand. It’s a flagship store for the New World brand in the area and a key part of The Sands Pāpāmoa Beach development, a larger lifestyle destination. It’s a substantial 3,100 square meter store, representing a $10.5 million investment from Foodstuffs North Island.
Our team was tasked with developing a compelling creative strategy for the grand opening of New World The Sands. The challenge? To cut through the noise of an already saturated supermarket landscape and ensure this new arrival captured the community’s attention in a truly fun and striking way.
Giant A-Frames: We developed the idea of creating 8ft A-Frames based on supermarket items. Placing them strategically around Papamoa attracted enormous local attention.
The A-Frame campaign was backed by an online photo competition encouraging the locals to have their photos taken with the a-frames. The response was overwhelming with a huge number of entries and customer generated content on the New World Papamoa Facebook page.
02.
Postal and social blitz
Having captured Papamoa’s attention, our subsequent objective was to generate even greater buzz, effectively sell the store’s concept, and keep the community engaged and eagerly anticipating. As the largest store in the region, its sheer size became a powerful selling point, amplified through further campaigns emphasizing both scale and the supreme freshness of our produce. We consistently infused these executions with our unique blend of whimsical humour and surrealism
Continuing with the ‘big’ messaging we designed two printed flyers (above) for mail drop in the Papamoa area. These were well received by the Papamoa public and the marketing Team in Foodstuffs.
The mail drop was supported by several paid social and digital campaigns (storyboards above). These helped push certain elements of the opening including the availability of online shopping and delivery.
03.
Billboards and big bags
The third phase of our campaign strategy included some more specially created elements that we hoped would trigger the curiosity the Papamoa public. A billboard with a specially designed extra section was commissioned from an early concept we created.
Giant shopping bags with a cheeky boast were designed and ordered and we extended the campaign by introducing the word ‘fresh’ – an important selling point in a rural region.
A larger than usual shopping bag (above) was specially commissioned to celebrate and highlight the big new stores opening and used in a 3 Day Sale promotion. It appears below with the smaller bag of a sister store.
Big and Fresh: A new marketing element using the word ‘Fresh; was rolled out and used in print media and social campaigns.
Instagram and Facebook: Revive Active Instagram Feed campaigns
04.
The concept that got away
To introduce some fun and an element of whimsy to the grand opening we devised a Spin and Win concept. The idea was simple. Spin the arrow that was in the shape of a baguette and you could be in with a chance to take home a specially baked oversized baguette. Unfortunately budget and time caught up with us and despite attempts to repurpose the idea to fit a more corporate push on the New World loyalty card we had to abandon the idea.
Conclusion
The launch of New World The Sands was seen as a success with innovative attention grabbing ambient ideas backed by a solid print and social campaign. Our team was recognised internally and featured on Best Ads.