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New World steps up its Little Garden campaign for a second round

  • News
  • September 13, 2017
  • StopPress Team
New World steps up its Little Garden campaign for a second round

New World has launched the next round of its Little Garden initiative with the help of Colenso BBDO, 99 and FCB Media. It's stepped up the action with an ad, a giant bee house and a Metservice collaboration.

Colenso BBDO once again developed the creative campaign, and this time it gives a nod to some of the older collectors who were also swept up in the first edition of Little Garden (point-of-sale creative was developed by 99).

The campaign also has some creative media thinking by FCB Media, which goes well beyond the simple placement of an ad. 

First up, the agency has struck a partnership with MetService to launch an initiative called 'Daily Watering Moments', which delivers contextual feeds based on daily weather data for each region synching to live sunset and sunrise times (the optimum watering times). Android users also receive push notifications to their mobile to remind them to water their seedlings before they leave the
house for the day.

"At the heart of the campaign, we wanted to showcase the possibilities of gardening and inspire everyone to give it a go," says FCB Media account director Pauline So.  "We found that while most people liked the idea of gardening and growing things, they tend to give up. We applied this insight to our media thinking to help keep our little gardeners invested in their seedlings which will hopefully see it through to the harvesting stage.”

Additionally, FCB Media has also produced a number of other executions, such as  ‘down the garden path’ newspaper ad-paths which lead readers to this year’s Little Garden seedlings range; watermelon scratch and sniff ads in Woman’s Day; a beehive Snap Chat lens; and a large-scale bee house billboard.

The bee house, which was commissioned by New World and FCB Media, can house over 750 leaf cutter bee cocoons and will be donated in early October.

There are also a few influencers spreading the word, with Maria Foy from 'Happy Mum Happy Child', Jordan Rondel at The Caker and Jordan Watson (aka How To Dad) all contributing to the campaign. 
 

New World group retail marketing manager for Foodstuffs Stephanie Pyne says that the playful aspects of the campaign helped to capture what the initiative is all about.  

“Little Garden is for little kids and big kids so we need to be across many different media channels to reach all of New Zealand’s Little Gardeners," Pyne says. "It’s awesome to spread the love and have some fun. Turning traditional media like a billboard into somewhere bees can live is pretty cool, as are digital banners where people can virtually grow a flower. There’s more to come as we roll out other fun surprises throughout the promotion.

This story originally appeared on StopPress.

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Kiwi retailers cash in on Singles’ Day

  • News
  • November 21, 2017
  • Sarah Dunn
Kiwi retailers cash in on Singles’ Day

The Chinese holiday Singles’ Day, popularised by Alibaba as the ’11.11 Global Shopping Festival’, is now the biggest sale event in the world. Alibaba reports that US$25.3 billion of gross merchandise volume was settled during the 24 hours of Singles’ Day this year. Not all of that went to Chinese retailers, however – a handful of Kiwis made the most of the opportunity.

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Updated: Noel Leeming launches a dedicated after-purchase services division

  • Technology
  • November 20, 2017
  • Sarah Dunn
Updated: Noel Leeming launches a dedicated after-purchase services division

The Warehouse Group’s electronics retailer Noel Leeming has been looking at expanding its focus on services this year. Now, it’s launched a dedicated after-purchase services division: MyTechSolution. The change also means that customers will be charged for access to Noel Leeming's helpdesk if the request goes beyond a "quick fix".

Read more
 
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Cameras aren’t just for security anymore

  • In Association with Axis Communications / Sektor
  • November 20, 2017
Cameras aren’t just for security anymore

In-store video cameras revolutionised loss prevention when they first became available to retailers, but as camera technology continues to evolve, they can now provide a plethora of data that supports better business decisions.

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Sale squared: Onceit talks deep discounts and sale events

  • News
  • November 20, 2017
  • Sarah Dunn
Sale squared: Onceit talks deep discounts and sale events

Kiwi high-end clearance ecommerce store Onceit works with more than 400 suppliers from New Zealand’s fashion, beauty and homewares industries to offload excess stock without brand damage. We had a chat with executive director Jay Goodey ahead of its once-yearly sale of sales.

Read more
 
 
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