New World was launching it’s third iteration of their collectibles programme in 2015, the “Little Kitchen” promotion, in which mini versions of popular brands are given away for children to create their own “Little” versions of a kitchen. On the face of it, the brief was simple: Launch New World’s “Little Kitchen” promotion and achieve sales value growth of 2% ($8m) for the period. However with increasing competitive pressure and an under-current of consumer cynicism around the rise of collectibles and pester power, we needed to reframe New World’s Little Kitchen as something more than just another down and dirty retail promotion. We wanted to inspire something bigger in our audience and prompt a behaviour change between parents and their kids using this promotion as a creative opportunity for play. Reviewing New World’s 2014’s social media activity signalled an opportunity: many parents were sharing examples of how they’d used the previous collectible 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. Now we just needed to create something worthwhile of capturing their imaginations.
Target Audience: We focussed our attention on inspiring families through kids. Mums and dads (predominantly mums as household shopper) but kids for their inquisitive natures. As a secondary target, New Zealand Schools got involved using the online experiments as educational tools in the classroom through an existing programme- Ministry of Done.