New World supermarkets are about to fire up a collectible frenzy again with their new Little Promotion campaign. Colenso BBDO says “totally different but also familiar” might be the best way to describe the Little Garden promotion.
Four years ago a phenomenon called Little Shop hit New World stores. The collectible miniatures of real products on New World shelves proved so popular kids formed swap-groups online. For three years in a row it repeated its success, albeit as Little Kitchen in 2015, with the added layer of getting kids experimenting with food using self-titled food architects, Bompas and Parr from the UK.
But this year New World have changed the game even more.
Little Garden sees the end of plastic collectibles, and the introduction of cute little seedling kits.
Each little pot comes with one of 24 seed varieties complete with a soil tablet. You just have to add water. Once it’s sprouting, you can actually just plant your whole Little Garden pot straight into a bigger pot or garden
As in previous years, customers will get one free with every $40 spent.
Steve Cochran, ECD at Colenso BBDO, says “Little Garden has an inherent feel-good factor. We didn’t need a clever idea for promoting it, we simply needed to capture that spirit and fun on film. I reckon this version of the Little series is going to be big, maybe the most loved one so far.”
Stephanie Pyne, National Retail Marketing Manager for Foodstuffs says, “We love how this idea is useful, educational, sustainable, and even edible. Getting kids and their families outside involved in gardening, growing vegetables and hopefully eating more of them.”
Little Garden’s other major positive is that it is effectively zero-waste, as Miss Pyne explains. “All the materials are either compostable or recyclable. The pots are made of wood pulp and peat, the soil tablets are coconut husk, and the collector trays and packaging are recyclable. We’re really looking forward to people of all ages participating in the promotion and growing their own Little Garden.”
The promotion saw three teaser ads playing over the last few days and launches in full this week with television ads from Colenso BBDO, digital, social and a big in-store presence thanks to retail agency .99.
CREDITS
Agency: Colenso BBDO
Client: Foodstuffs
Group General Manager Marketing: Steve Bayliss
National Retail Marketing Manager: Stephanie Pyne
National Retail Marketing Promotions Manager: Jess Richards
Production Partner: Thick as Thieves
Director: Zoe McIntosh
Media Company: FCB Media
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