From tomorrow, the Mad Butcher’s distinctive voice will be heard across the country as he spruiks “mad” deals on not meat, but consumer electronics.
Sir Peter Leitch has teamed up with Dick Smith to front their next marketing campaign.
The campaign was created by Ideaworks NZ, and will launch with a Queen’s Birthday Sale before running through until the end of June. It includes a television commercial featuring Leitch, with meat cleaver in hand, and will run across Dick Smith’s digital properties, in stores and in Dick Smith catalogues across New Zealand.
Dick Smith general manager of marketing Cassie Wheeler says says it’s the first time it has launched a marketing campaign using a local ambassador that includes TV advertising, and she’s confident the Mad Butcher and his “unique tongue-in-cheek appeal will be a hit with Kiwis”.
Focusing on the local angle is slightly ironic given Dick Smith closed its head office in New Zealand last year, with Stuff reporting that most staff at the distribution centre lost their jobs, as well as those in sales and marketing.
At the time, Dick Smith’s PR agency said in a statement: “Following a recent review of the business, Dick Smith Electronics in New Zealand has made structural changes to its support office division. The changes have been designed to ensure Dick Smith has the most sustainable and successful operations model to support the future direction of the business. Dick Smith is fully committed to the continual growth and success of the New Zealand business.”