DMA: Data and Marketing Association
Consumer Help

Little Kitchen

Agency: Colenso BBDO    •    Client: Foodstuffs- New World    •    Category: Best use of Display/DRTV/Video    •    Award: Gold Award

New World is one of New Zealand's largest supermarket chains with a purpose to inspire people with food. With 140 supermarkets nationwide and over 700,000 people walking through our doors every week, we have a real opportunity to influence the country (of a mere 4 million people).

Campaign Objective

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.

The Execution

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. With so many cooking shows and other food companies playing in the space of insipring people with food, the challenge for us was to do so in a new and surprising way. We wanted to feed kids’ imaginations with New World’s Little Kitchen by creating an online series 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. 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.

The Stats

Versus our competitors traditional approach to promotions (stock standard plastic throwaway collectibles), we were able to offer an entertaining value-add to mums weekly shop, making it feel less like something she was coerced in to and more like something she actually wanted to take part in with her kids. New World’s Little Kitchen. Not your typical recipe for success.

The Results

By reframing a promotion as a play opportunity our communication strategy turned a tired and familiar promotion into a record-breaker: o Sales value growth of 3.6% ($14.4m) while our competitors declined (PNS -1.9%, CD -0.6%)* o Delivered the highest share lift of all the New World mini collectibles programme A. 2015 +1% vs. 2014 +.07%, 2013 +.07%* o Participating suppliers saw a 4.8% growth on participating products People got involved: o We had over 4,214,400 minutes of content viewed o Target views: 400,000. Vs Actual views: 887,381. That’s a lot of views in a country with only 890,000 kids. o 1.3 million engagements on Facebook alone o Over 240k views of UGC experiment content o The Little Kitchen School tool kit was #1 download worldwide on iTunes U – with over 1,200 downloads by teachers. *Source: Nielsen Scan Track. Based on PP 6 weeks to we 4/8/2015


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