Last year, Little Shop madness swept New Zealand as children (and more than a few adults) scrambled to collect the full set of miniature groceries. A Trade Me search for “Little Shop New World” still returns more than 1900 hits, and at the height of their popularity last year, complete sets of the free items sold for more than $500.
Steve Bayliss, general manager of marketing for Foodstuffs New Zealand, told Stuff news that the promotion had been great for customer engagement.
New World has remixed the collection to encompass emerging restaurant trends. London “food architects” Bompas & Parr have contributed to the Little Kitchen line in the form of food experiments which can be recreated at home.
Customers will receive a sealed package containing a mini grocery collectable and a Little Kitchen activity or ‘Lab Note’ with every $40 spent at New World.
Sam Bompas and Harry Parr are best known for their glow in the dark jelly, flavoured fireworks and London landmarks made from jelly.
Bompas says Kiwi kids will be able to turn everyday household products into creations like glow the dark ice cream, flavoured clouds and musical sausages using the Little Kitchen products.
“We are passionate about the history of food and incorporating crazy ideas into every one of our projects. We were delighted when New World approached us to help them bring to life this year’s promotion and we have really challenged ourselves to think creatively when we designed some of the experiments,” he says.
Bayliss says New World wanted to centre this year’s collectable promotion around the kitchen.
“We’ve made sure that we kept the favourite aspects from the previous campaigns, the mini collectables, but this year they have been given a makeover,” he says.
There are 38 new collectables in Little Kitchen. They include kitchen items such as cupcake baking sets, fun character utensils, cookie cutters, and a pig and chicken chopping board set. In a nod to Bompas & Parr, each boasts its own special effect, such as glow in the dark, scratch and sniff panels, colour changes with temperature and sound elements.
There will also be limited edition bonus mini collectables, to be discovered across the campaign.
The lab notes are aimed at using shoppers’ enthusiasm for New World’s collectable items to convert them into buying their full-sized equivalents. They encourage families to purchase the retail items and use them in experiments – making bubble art out of Morning Fresh dishwashing liquid, for example.
Sealord issued a release last week saying its Little Boat campaign in the Little Shop promotion last year won gold at the 2015 APMA Star Awards. The Little Boat line exceeded sales targets by 300 percent.