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.

 

Kathmandu appoints vice president of sales and marketing for North America

  • Who's Where
  • July 17, 2018
  • Sarah Dunn
Kathmandu appoints vice president of sales and marketing for North America

Kiwi outdoor gear retailer Kathmandu has appointed Bill Chandler to the newly-created position of vice president of sales and marketing, Kathmandu North America.

Read more
 
 

Several designers announced for New Zealand Fashion Week

  • News
  • July 17, 2018
Several designers announced for New Zealand Fashion Week

Alongside the announcement of Turet Knuefermann opening for New Zealand Fashion Week, the week-long fashion exhibition includes several other big names of New Zealand designers, including first launches and classic returns.

Read more
 
 

How businesses are celebrating Matariki

  • News
  • July 17, 2018
  • StopPress Team
How businesses are celebrating Matariki

The Maori New Year is increasing in cultural prominence each year, and some say it's only a matter of time before it becomes an official holiday. Here's how some Kiwi businesses market Matariki this year.

Read more
 
topics
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 ...
How to open a store
Sarah Dunn considers what it would take to ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
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 ...
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 ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
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 ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Stolen Spirits co-founder Jamie Duff launches a new fitness nutrition brand

  • News
  • July 17, 2018
  • Caitlin Salter
Stolen Spirits co-founder Jamie Duff launches a new fitness nutrition brand

Stolen Spirits co-founder Jamie Duff has set up shop in the US alongside former Stolen creative director Kelvin Soh to found a venture studio in New York called New New. And now, the company has just debuted its most recent venture: Weekday Warriors, a direct-to-consumer nutrition company making premium fitness-related convenience products for busy people. Duff has a chat about the new project, as well as breaking into the US market.

Read more
 
 

Wellington raincoat-maker Okewa creates a sustainable new line

  • Design
  • July 16, 2018
  • Findlay Buchanan
Wellington raincoat-maker Okewa creates a sustainable new line

Wellington based fashion brand, Okewa, is set to unveil its new capsule of mens and womens coats made from 100 percent recycled post-consumer plastic bottles. The new range will be released next Thursday and will be available for pre-order on the Okewa website and via Kickstarter as part of Plastic-Free July. It presents a new direction for Okewa, who is moving down the sustainability route for its high-quality rainwear range. Founders and loving partners Nevada and Nick Leckie share insights into its new clothing line as well as musings of the brand's origins founded in the windiest city in the world.

Read more
 
Sponsored content

eStar’s Top Tips when choosing your new ecommerce solution

Retailers are increasingly aware of the growing proportion of revenue contributed by their digital store. However, many often miss the influence the digital store has ...

 
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@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}