LITTLE KITCHEN

Silver Spike
TitleLITTLE KITCHEN
BrandFOODSTUFFS
Product / ServiceNEW WORLD LITTLE KITCHEN
CategoryA03. Online: Fiction & Non-Fiction
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Production COLENSO BBDO Auckland, NEW ZEALAND
Media FCB MEDIA Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Oriel Davis-Lyons Colenso BBDO Copywriter
Mike Hammond Colenso BBDO Senior Editor
Scott Chapman Colenso BBDO Senior Producer
Steve Cochran Colenso BBDO Executive Creative Director
Paul Courtney Colenso BBDO Chief Operating Officer
Beth O'Brien Colenso BBDO Art Director
Katherine Sliper Colenso BBDO Group Business Director
Steve Bayliss Foodstuffs, New World Group General Manager Marketing
Stephanie Pyne Foodstuffs, New World National Retail Marketing Manager
Jules Lloyd-Jones Foodstuffs, New World Group Brand Director
Tom Viney Pundersons Gardens Producer
Hopi Allard Pundersons Gardens Director

The Campaign

Supermarkets are well known for using recipes in marketing. But usually for lasagne or meatballs. Not usually for clouds that smell like banana. Glow in the dark jelly. Or Vitamin C you absorb through your eyeballs. New World is one of New Zealand’s largest supermarket chains with a purpose to inspire people with food, but with so many cooking shows and other food companies playing in the same space, it is a challenge to do so in new and surprising ways. We focussed our attention on inspiring families through kids, by feeding their imaginations with New World’s Little Kitchen by creating an online series for children that mashed cooking with science. And who better to inspire kids than self-proclaimed food architects Bompas and Parr. We produced eight individual webisodes where Sam and Harry did all sorts of weird, wonderful and sometimes just wacky experiments. And showed kids things they could try themselves at home.

Creative Execution

We produced eight individual webisodes run by Sam and Harry, using paid online promo spots directing kids and parents to watch the content. While the webisodes were live, we partnered with a range of key influencers to show how others were getting involved and endorsing play such as a launch night partnership with primetime news show parents from Seven Sharp, 12 Mummy Bloggers sharing their own experiments with their followers as well as radio DJ’s, promotional brand partners and afternoon kids shows all getting involved. We also included Lab notes on packaging with specific instructions for unique recipes. Even schools also got involved, by using the online experiments as educational tools in the classroom. All of this also led to parents and kids submitting their own user-generated content of creations they had made at home, which we then shared on our social channels.

By reframing a promotion as a play opportunity our communication strategy turned a tired and familiar promotion into a record-breaker: • Sales value growth of 3.6% ($14.4m) while our competitors declined (PNS -1.9%, CD -0.6%)* • Delivered the highest share lift of all the New World mini collectibles programme o 2015 +1% vs. 2014 +.07%, 2013 +.07%* • Participating suppliers saw a 4.8% growth on participating products* People got involved: • We had over 4,214,400 minutes of content viewed • Target views: 400,000. Vs Actual views: 887,381. That’s a lot of views in a country with only 890,000 kids. • 1.3 million engagements on Facebook alone • Over 240k views of UGC experiment content • The Little Kitchen School tool kit was #1 download worldwide on iTunes U - with over 1,200 downloads by teachers. New World’s Little Kitchen. Not your typical recipe for success

Vitamin C absorbed through your eyeballs. Jellies that glow in the dark. Clouds that smell like banana. Slime that is rock solid when you hit it. These were just some of the experiments presented by of food wizards, Bompas and Parr. This series of entertaining online videos was designed to engage kids and encourage them to get experimental with food and ultimately get them involved in New World supermarket chain’s Little Kitchen promotion.

Reviewing 2014’s social media activity signalled an opportunity: many parents were sharing examples of how they’d used the toys to engage with their kids: playing games, making pretend shops and sharing their fun together on social media. We hadn’t encouraged this explicitly, but it was happening organically for some. We also knew there was a growing sense that technology was isolating parents from their children – supported by Statistics NZ reporting that 1/3rd of parents feel they’re not spending enough time with their children. It revealed our simple insight: in an era of screens and digital isolation, parents are increasingly looking for more authentic, real, hands-on opportunities to play with their kids.

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