The Drum Awards Festival - Extended Deadline

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Date: Nov 2019
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New Zealand-based supermarket chain New World has launched its Christmas campaign that highlights how gatherings can bring joy on the occasion.

The campaign, whose theme is “Enjoy Christmas ‘round at ours” and created by Clemenger BBDO, stars a generous dad, Jack who goes to New World to prepare for a gathering he has organised.

Jack also welcomes an unexpected guest to his festive gathering.

“This year we’ve made an extra effort to connect all the pieces of our Christmas campaign. From the use of Anika Moa and her beautiful rendition of Winter Wonderland to creating inspiring recipes that are available for customers in store and feature as the dishes in our TVCs,” said Pippa Prain, the head of marketing and customer experience at New World.

“Our campaign celebrates much of what makes the New Zealand Christmas experience unique. BBQs and summer fruit with roast turkey, glazed hams and trifles. Sunny backyards with Winter Wonderland soundtracks. The mash up of the traditional and Kiwi is quite special.”

Individual moments from Jack’s Christmas story will be cut up and used to promote all of New World’s Christmas retail activities in the build-up to Christmas Day.

For instance, a spot that sees Jack collecting a set of glasses at check-out highlighting New World’s two-month long Spiegelau Glassware collection promotion will also feature in OOH ads.


Client: New World

Group General Manager Marketing & CX: Dominic Quin

Head of Marketing & CX: Pippa Prain

Marketing Manager: Jen Mariu

Agency: Clemenger Group New Zealand

Media Agency: FCB

Production Company: Sweetshop

Director: Zoe MacIntosh

Sound design & mix: Franklin Road

Online: Perceptual Engineering

Vocalist: Anika Moa