|Product / Service||NEW WORLD LITTLE KITCHEN|
|Category||D03. Use of Branded Content created for Digital or Social Media|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Idea Creation||COLENSO BBDO Auckland, NEW ZEALAND|
|Media||FCB MEDIA Auckland, NEW ZEALAND|
|Production||COLENSO BBDO Auckland, NEW ZEALAND|
|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|
|n/a||FCB Media||Media Agency|
|Tom Viney||Pundersons Gardens||Producer|
|Hopi Allard||Pundersons Gardens||Director|
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.
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 *Source: Nielsen Scan Track. Based on PP 6 weeks to we 4/8/2015
Vitamin C absorbed through your eyeballs. Jellies that glow in the dark. Clouds that smell like banana. Little Kitchen was an entertaining online-centric campaign for New World supermarket chain that directed kids (and their parents) to watch fun videos that taught them how to do the coolest things with food. And then ultimately drove them in-store and to collect more unique experiment ideas at the checkout.
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.