Close
 

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.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Restaurant Brands turns 22

  • News
  • March 26, 2019
  • Sarah Dunn
Restaurant Brands turns 22

As it prepares to celebrate its 22nd birthday, the listed corporate franchisor foresees a sunny future for the three – soon to be four - multi-site branded food retail chains it manages in New Zealand.

Read more
 
 

Linwood businesses struggle in mosque attack aftermath

  • News
  • March 26, 2019
  • Radio New Zealand
Linwood businesses struggle in mosque attack aftermath

A group of Christchurch businesses are struggling to get back on their feet after the attack on their neighbouring Linwood Mosque. Photo: RNZ / Katie Todd

Read more
 
 

Farmers account awarded to Clemenger Group

  • News
  • March 26, 2019
  • StopPress Team
Farmers account awarded to Clemenger Group

99 and Colenso BBDO have won the creative and customer experience business for Farmers. The win, after a competitive pitch, sees the advertising account return to 99 after a six-year hiatus.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Hemp products go beyond the specialty shelves

  • News
  • March 25, 2019
  • Sarah Dunn
Hemp products go beyond the specialty shelves

Since hemp seeds’ legalisation for growing, manufacture and sale in November 2018, supermarkets have quickly pivoted to include hemp products such as protein powder in their health food and specialty sections, but the trendy ingredient has already found its way into mainstream product categories.

Read more
 
 

No longer just for hippies: Is hemp the next coconut oil?

  • News
  • March 25, 2019
  • Sarah Dunn
No longer just for hippies: Is hemp the next coconut oil?

The Naturally Good Expo, held over June 2 – 3 in Sydney, will bring retailers, brands and practitioners together to learn about all things healthy, organic and natural. Among the topics discussed by industry leaders at the expo is the recent legalisation of hemp – it’s popping up everywhere. We asked John Leith of supplier Hemp Oz and speaker Susan Tapper of Holistic Marketing Healthy Sales for more information about this exciting new product category.

Read more
 

Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}