AUCKLAND, Today: Globally successful dining-membership programme Zomato Gold has launched in New Zealand with a wryly straight-talking creative campaign Be More Social from J Walter Thompson and a media schedule from Mindshare that aims to tap into Kiwis’ increasing appetite for dining out.
ECD Justin Barnes said, “With the 2018 Restaurant Association Hospitality Report showing that New Zealanders are eating out more often for a wider range of occasions, the timing was perfect for Zomato Gold’s launch in Auckland, its first city in Australia or NZ.”
Zomato Gold is an exclusive subscription-based membership programme that offers users a complimentary dish or drinks every and any time they go out.
Leveraging the insight that consumers are likely to enjoy the social aspect of eating, as much as the food they’re eating, the campaign taps into the emerging dining-out culture and unlocks a little bit of Kiwi sociability.
“The creative includes locally resonant taglines across major billboards, other outdoor, print, radio, online, social and influencers.”
Launched end-February and running until May, the creative includes locally resonant taglines across major billboards and other outdoor, print, radio, online media partnerships, social and influencers.
Barnes said: “Zomato Gold brings an amazing new service for the people of Auckland. So, we helped them develop a locally relevant, hard-hitting launch campaign that put their hero offers front and centre.
“The campaign appeals to New Zealanders’ innate desire to be more social by take advantage of Zomato Gold’s exclusive membership benefits of 1+1 on meals and 2+2 on drinks.”
New Delhi-based Zomato Gold global business head Anand Sinha said: “The many benefits of Zomato Gold combine to help New Zealanders share more social experiences with each other.
“Our programme is the perfect recipe at a time when the country’s appetite for dining out is on the rise, and the Be More Social campaign taps into that trend.”
CREDITS
Agency: J Walter Thompson New Zealand
Executive Creative Director: Justin Barnes
Head of Planning: Jacqueline Smart
Account Director: Shaun Rush
Head of Design: Glenn Chapman
Creative Team: Nick Houghton, Gal Stern, Pete Vulinovich
Media Director: Campbell Smith
About Zomato Gold
Zomato Gold is the world’s fastest-growing dining out programme, now in its 6th country – New Zealand.
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