New World introduces quirky new characters in latest TV spots via Colenso BBDO New Zealand
Last year, New World introduced its Fresh Experts with a suite of glossy infomercials, complete with awkward customer testimonials and flashbacks.
But for the latest round of its Fresh Every Day campaign via Colenso BBDO, it has created two spots that highlight the known and not-so-known benefits of using The Daily Baker and The Fruit & Vege Pro.
Says Jules Lloyd, Foodstuffs group brand directory: “It is really exciting to be able to push the boundaries and evolve the campaign to a new level. These new, fresh stories and characters have allowed us to introduce even more comedy and fun into our series of ads. Our people are core to New World’s success and once again, real staff, are central to these ads, showing their expertise and desire to deliver the best for our customers.”
Says Steve Cochran, executive creative director at Colenso: “I get asked how we get work like this through for a supermarket? The answer isn’t simply by having a client that buys it. It’s by having a client who demands and encourages it. That means we’re always looking forward to the next brief… and that’s a great space to be in.”
Directed by Nick Ball and produced by Finch the spots tell two stories about two very different customers. There’s Lance and Natasha, who after months of flirting at work have finally set a date for dinner. Only Natasha makes an unexpected announcement that sends Lance in to a panic. And there’s Jacqui Jones, a real estate agent who’ll use any trick in the book to sell a house.
Says Ball: “Rad client, ripper agency, proper good creatives and a song from Wayne’s World. It kinda doesn’t get better than that.”
The ads will play on TV, online and in cinemas.
Agency: Colenso BBDO
ECD: Steve Cochran
Creative: Beth O’Brien
Creative: Oriel Davis-Lyons
General Manager/Business Lead: Scott Coldham
Account Director: Katherine Sliper
Head of Broadcast: Jen Storey
Client: Foodstuffs NZ (New World)
Group General Manager Marketing: Steve Bayliss
Group Brand Director: Jules Lloyd
Senior Brand Manager: Denise Goodwin
Brand and Sponsorship Manager: Melissa Myocevich
Production Company: FINCH
Director: Nick Ball
Producer: Andy Mauger
Executive Producer: Karen Bryson
Sound Design: Shane Taipari – Franklin Rd
Music Licensing: Jonathan Hughes – Franklin Rd
DOP: Crighton Bone
Production Designer: Neville Stevenson
Editor: Tim Mauger
Post Production (VFX Co.): Blockhead
Colourist: Pete Ritchie
Casting: Catch – Joe Fisher
6 Comments
top shelf.
And that’s how you do a supermarket campaign.
Top shelf.
ball.
killing it. zing. bam. bop.
Attention Leo Burnett: you just got schooled.
Sorry, but the use of completely daggy nerds is now almost a bigger cliche than using traditional modelly types. As a result the ads just blend in to the quagmire of similar stuff.
I have to say, I really am not going to be that interested in taking advice from people like this.