Bargain Box and Yarn Create ‘Crowdometer’ to Save Kiwis From Supermarket Chaos

Fresh off its win at LUMO’s 2024 Pixels Awards, Kiwi meal kit company Bargain Box has officially launched the ‘Crowdometer’ campaign.

This clever digital out-of-home initiative blends technology, creativity, and a pinch of wit to remind New Zealanders there’s a smarter, stress-free way to sort dinner.

Developed by independent creative agency Yarn in collaboration with LUMO Digital Outdoor and DOOH Software & Creative Studio, Latch, the Crowdometer tackles a universal pain point: the stress of supermarket shopping.

Using real-time Google Maps data and proximity targeting, the Crowdometer triggers Dynamic Creative Optimisation (DCO) when supermarkets are busiest. LUMO's digital billboards display live updates of supermarket crowd levels, offering shoppers en route a timely reminder to skip the chaos and opt for fresh, pre-portioned meal kits delivered to their door.

The headlines cheekily reference New Zealand’s top supermarkets – Pak‘nSave, New World and Woolworths.

“We all know the feeling of walking into a packed supermarket after work—the stress, claustrophobia and empty shelves,” says Yarn creative duo, Joachim Pearson and Oscar Randle.

“With the Crowdometer, we’re reminding people to save themselves the hassle. Bargain Box offers a smarter way to put affordable and genuinely good food on the table without the punishment. We’re stoked our idea was chosen as the winning entry, and love seeing it out in the wild.”

The concept won the top prize in the industry category at the Pixel Awards. Judges praised its innovative use of technology to deliver dynamic, playful, and tongue-in-cheek messaging that resonated with audiences. In addition to a $5,000 cash prize, the campaign received a $40,000 media grant to bring the idea to life, and it’s now rolling out nationwide.

“The supermarket can be chaotic, but dinner doesn’t have to be,” said Anya Saikkonen, head of marketing at My Food Bag. “Bargain Box is proud to be New Zealand’s most affordable meal kit, delivering fresh, locally sourced ingredients to families across the country. The Crowdometer campaign has been a fun, cheeky way to communicate our key value proposition: helping Kiwis eat better on a budget, while saving time, money, and unnecessary stress.”