Wed, 11 Sep 2013 06:26:00 GMT
Foodstuffs and Colenso have collaborated once again to produce a new advertising campaign for New World to compliment the already successful brands ads -‘Every Day a New World’. Launched Sunday 01 September, the new ‘Fresh Every Day’ ads are the window into the world of Fresh at New World.
Group Brand Director, Jules Lloyd, says that the new ads are designed to showcase the craft, expertise and quality of food across our Fresh departments, highlight our key points of difference and shift some customer perceptions.
“Many customers are not aware that almost every New World in the country has trained butchers on-site, as the preparation of all meats cuts are behind-the-scenes. That our seafood departments have some of the freshest fish available and often offer a greater fish and shellfish range than other stores. And that we also have dedicated bag packers at check-out to ensure that customers spend as little time in queues as possible, she says”.
“We’ve developed a series of four ads to celebrate our Fresh departments. To bring our experts to life in the campaign we’ve created the In-store Master Butcher, the Fishmonger Genius, the Deli Expert, the Daily Baker, the Fruit and Veg Pro and the Dedicated Bag Packer.
Lloyd explains that our people are core to New World’s success and that it was essential that real New World staff were at the heart of this campaign. Within the four ads, 23 staff feature throughout the series and several are the heroes of the ads.
“We wanted to capture our Fresh Experts passion for their category, show-off their expertise as well as their desire to deliver the best for our customers. These ads celebrate the superb jobs they do every day – but this time in front of the camera and this is no small ask, “explains Lloyd.
The campaign launched with the In-Store Master Butcher on Sunday night.
Foodstuffs creative agency Colenso BBDO, were tasked with implementing the creative for the new Fresh advertisements.
Colenso BBDO Managing Director Nick Garrett says that he is delighted to see how well the new series has turned out.
“It wasn't an easy task to balance the need for what was quite a functional layer of communication with a very playful creative idea and our team have done a great job,” says Garrett.
Steve Cochran, Executive Creative Director, Colenso BBDO says that the new series of commercials is loosely based on the infomercial style but with a very stylised direction that is designed to cut through the clutter on air.
"Walking the line between parody infomercials and slick brand ads was an adventurous direction. We didn't really know where it would take us. But with the encouragement of a brave client, the enthusiasm of a passionate director, Steve Hudson from Prodigy and the contribution of many up-for-it New World staff members, we hope we've created a campaign that is as fresh as the food it features," says Cochran.
Campaign: New World “Fresh Every Day”
Steve Bayliss – Group General Manager Marketing
Jules Lloyd – Group Brand Director
Jamie Crump – Senior Brand Manager
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochrane
Digital Creative Director: Dan Wright
Planner: Andy McLeish
Copywriter: Oriel Davis-Lyons
Agency Producers: Jen Storey / Katie Knight / Amanda Theobold / Sheriden Derby
Account Team: Scott Coldham / Katherine Slipper
Production Company: Prodigy – Steve Hudson / Marge McInnes
Sound Design: Franklin Road
DOP / Cinematogrpaher: Jeremy Rouse
Categories: Supermarkets, Retail and RestaurantsColenso BBDO, Wed, 11 Sep 2013 06:26:00 GMT