New World, in collaboration with DDB Aotearoa, has unveiled its latest campaign to promote its annual collectibles program, offering customers a chance to elevate their kitchen style with products from the renowned brand SMEG. Under the playful tagline "stop staring, start collecting", the campaign aims to turn grocery shopping into a rewarding experience.
Running from June 9th to August 31st, New World shoppers can collect stickers for every $20 spent in store or online, bringing them closer to one of six stylish SMEG kitchen pieces. These range from a utensil rest and holder to a set of cocottes, a large baker, a medium baker, and a cast iron braiser, which is exclusive to Clubcard holders. All items come in SMEG's iconic cream finish.
SMEG’s products are coveted globally for their blend of style and performance. DDB Aotearoa’s creative director, Courtney Dow, said the team wanted to capture the magnetic pull of these kitchen essentials. “SMEG looks as good as it cooks, and once you’ve seen it, you won’t be able to concentrate on anything else,” she noted. The campaign humorously highlights the daydream-inducing allure of SMEG, showing customers so transfixed by the range that they might miss agreeing to run a marathon or other daily commitments.
Sarah Austin, New World’s retail marketing manager, emphasized the campaign’s goal to make these premium items accessible. “We wanted to show our customers that this gorgeous SMEG range could be theirs – the only thing they need to do is their weekly grocery shopping,” she explained.
The campaign will reach New Zealanders across multiple platforms, with a TV commercial and a series of eye-catching visuals featured on social media, outdoor billboards, and digital channels. By turning heads and rewarding loyalty, New World hopes to make kitchen upgrades a little more effortless for every home cook.
