Foodstuffs and Colenso BBDO have introduced quirky new characters in latest New World campaign instalment. Last year, New World introduced their Fresh Experts with a suite of glossy infomercials, complete with awkward customer testimonials and flashbacks.
But for the latest round of their Fresh Every Day campaign, they’ve created two spots that highlight the known and not-so-known benefits of using The Daily Baker and The Fruit & Vege Pro.
“It is really exciting to be able to push the boundaries and evolve the campaign to a new level” says Jules Lloyd, Foodstuffs Group Brand Directory. “These new, fresh stories and characters have allowed us to introduce even more comedy and fun into our series of ads. Our people are core to New World’s success and once again, real staff, are central to these ads, showing their expertise and desire to deliver the best for our customers.”
Colenso ECD Steve Cochran said: “I get asked how we get work like this through for a supermarket? The answer isn’t simply by having a client that buys it. It’s by having a client who demands and encourages it. That means we’re always looking forward to the next brief … and that’s a great space to be in.”
Directed by Nick Ball and produced by Finch, the spots tell two stories about two very different customers. There’s Jacqui Jones, a real estate agent who’ll use any trick in the book to sell a house. And there’s Lance & Natasha, who after months of flirting at work have finally set a date for dinner. Only Natasha makes an unexpected announcement that sends Lance in to a panic.
Nick Ball said: “Rad client, ripper agency, proper good creatives and a song from Wayne’s World. It kinda doesn’t get better than that.”
The ads will play on TV, online and in cinemas.
- Dreaming of Yams (that’s it, above)
- Watch The Smell of Success target=”_blank”>here
CREDITS
Agency: Colenso BBDO
ECD: Steve Cochran
Creative: Beth O’Brien
Creative: Oriel Davis-Lyons
General Manager/Business Lead: Scott Coldham
Account Director: Katherine Sliper
Head of Broadcast: Jen Storey
Client: Foodstuffs NZ (New World)
Group General Manager Marketing: Steve Bayliss
Group Brand Director: Jules Lloyd
Senior Brand Manager: Denise Goodwin
Brand and Sponsorship Manager: Melissa Myocevich
Production: Company FINCH
Director: Nick Ball
Producer: Andy Mauger
Executive Producer: Karen Bryson
Sound Design: Shane Taipari – Franklin Rd
Music Licensing: Jonathan Hughes – Franklin Rd
DOP: Crighton Bone
Production Designer: Neville Stevenson
Editor: Tim Mauger
Post Production (VFX Co.): Blockhead
Colourist: Pete Ritchie
Casting Catch: Joe Fisher
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