New World's Latest Brand Platform Encourages Kiwis to 'Enjoy Better'
Recently appointed New World head of marketing and customer experience, Dominic Quin, approached the Clemenger Group to help create a long-term platform for New World. But this wasn't just a comms challenge. To ensure this was a success, the entire business needed to buy in. The process was one of immersion, discovery, and collaboration between Foodstuffs, 99, Colenso BBDO, Fish, and justONE.
Says Troy Fuller, managing director, 99: "This was a great example of the Clemenger Group working at its best. We could get the right heads in the room with the decision makers, get complete immersion and move quickly. Making sure these stories were being told through-the-line, from brand love to hard working retail."
New World certainly isn't short of reasons to believe. It has long been seen as a better shopping experience with more people helping pack your groceries, trained instore experts, established staff for an efficient and friendly experience and local NZ store ownership. There's also the long history of the cooperative ownership model and a commitment to having strong product provenance, with as much locally chosen as much as possible.
The 'Enjoy Better' platform will launch with four stories about the expertise and care that New World provides. These will include having the country's largest butchery training programme, its own fishing quota, an extensive range of freshly made deliciously convenient deli options, and the highly regarded New World Wine Awards. These, and many other unique stories, will be told consistently from brand ads to counter top.
Says Steve Cochran, ECD, Colenso BBDO: "We worked very closely with Mick Stalker and his team at 99, and James Solomon and the team at Fish to ensure the stories we were telling were both entertaining and informative. Real suppliers and staff bring something really special to the process and help make sure there is a sense of authenticity and reality. The great stories are all there, we just needed to bring them out in short format films."
'Enjoy Better' is the start of New World's next chapter and will help them continue to put the customer at the heart of what they do to create the best customer experience.